Client: Planet Hollywood, UK
Campaign Overview: Public Relations campaign to launch the Planet Hollywood brand into retail
Planet Hollywood, the celebrity-owned restaurant chain, needed a publicity and promotional campaign combined with a launch event, when they introduced their first range of frozen ready-meals into Sainsbury’s.
The new product range was presented to UK media at a themed lunch event in London which was attended by over 40 food and restaurant journalists. The consumer media campaign was supported by a regional promotional campaign illustrating the new accessibility of the Planet Hollywood brand.
The publicity campaign also encompassed a ‘Restaurant to Retail’ business story which included interviews with Planet Hollywood owner Robert Earl and major shareholder Marco Pierre White.
Coverage included features in The Telegraph, Sainsbury’s Magazine, The Mirror, The Evening Standard and a televised interview with Robert Earl on BBC2’s Working Lunch.
The campaign results were presented to Sainsbury’s buyers to illustrate how PR was working to support the brand in store. The preparation of the presentation was done working directly with Robert Earl and Sylvester Stallone who made a personalised video cast from his home in Hollywood’s Beverly Hills.