the project.
Known as one of the most prestigious and internationally recognised gourmet food festivals in Europe, Northcote hotel’s Obsession launched in 2001 as a celebration of great food, wine and a meeting of friends, old and new. From that first event, it has evolved but the ethos is still very much the same; to offer guests a completely memorable culinary experience, created by some of the world’s most innovative chefs.
For Obsession 22, following a ‘year out’ during the pandemic, Q’s promotion of the festival was taken up a level. To create buzz and create demand, with the key goal of selling out the event within a couple of days of going on sale, just ahead of release date, Q arranged and managed a virtual press conference to announce the chef line up and share booking details. The conference was hosted by Northcote’s executive chef Lisa Goodwin-Allen, and Obsession 22 chefs Tom Kerridge (Hand & Flowers) and Matt Abe (Restaurant Gordon Ramsay) joined her to help announce the lineup of chefs and take part in a media Q&A. The conference was attended by some of the UK’s top food and industry journalists and coverage of Obsession 22 was achieved across all key titles. The wide reach and success of the launch resulted in tables selling out in record time, with thousands of people registering interest for a table.
In the lead up to the event, a fun and insightful video content campaign, counting down to opening night was launched in order to create excitement and engagement with Northcote’s social media community. Q asked all of the chefs taking part to answer a series of fun and insightful questions about themselves and their nights which we put together in a series of videos, these were then shared across Northcote’s social media platforms.