Caprice: My Own House Tomato Campaign

Every summer, Chef Guillaume Galliot, Executive Chef of Caprice at Four Seasons Hotel Hong Kong (a three-Michelin-starred and an Asia’s 50 Best Restaurant), creates a series of tomato dishes using not just any tomatoes but those harvested from his mother’s tomato farm. A story filled with human touch and craftsmanship, I identified it as an excellent opportunity to consolidate Chef Guillaume’s motto and belief in finding prestige in even the most humble ingredients.

As the Assistant Director of Marketing Communications for the brand at the time, I led a PR-focused campaign to promote the tomato series. My responsibilities included meeting with the chef to identify unique selling points, delegating team members to take high-quality images, crafting strong media pitches, and arranging media tastings. I also developed content for email marketing and social media posts, and monitored the campaign timeline and results.

I set the objectives for the campaign as follows:
• Consolidate Chef Guillaume’s motto and belief in finding prestige in even the most humble ingredients.
• Attract media attention and secure coverage opportunities.

Here is an overview of my action plan:
» Initiated communication with the Chef to identify unique selling points.
» Captured high-quality images of the selected dishes.
» Crafted compelling social media posts showcasing the story and craftsmanship behind the dishes timed according to the availability of the dishes.
» Invited media for a tasting session and pitched for potential feature opportunities.
» Developed content for a newsletter promoting the dishes.

With a strong storytelling element aligned with trends and the Chef’s identity, journalists from key media outlets responded very well to the pitch, leading to the success of the campaign and achieving the following milestones:
• The dishes were featured in key media outlets, resulting in coverage valued at over HKD$60,000 (£6,000).
• Consolidated the image of Chef Guillaume as a chef who finds prestige in even the most humble ingredients through positive coverage and engagement on social media.