On 2nd October 2015, celebrity chef Glynn Purnell – a trustee of blood cancer charity, Cure Leukaemia - hosted a live culinary event in front of 450 guests at Aston Villa Football Club, with guest appearances from Gregg Wallace and Rustie Lee.
Cure Leukaemia appointed Rewired to help make Glynn Purnell’s Friday Night Kitchen one of the most successful events in the Midlands, promoting its work as a charity as well as raising awareness of the event.
Key objectives were:
• Raise awareness of Cure Leukaemia as a charity on a regional level
• Raise awareness of Glynn Purnell’s Friday Night Kitchen
• Raise money to help deliver potentially life-saving treatment for patients with blood cancer
• Promote and encourage ticket sales for the event
• Approach and engage with potential corporate sponsors, and secure their support
• Deliver an effective social media campaign to raise awareness and support delivery of the event
Rewired implemented a stronger social media campaign both in the build-up to the event and throughout the evening. We set up and managed specific social media accounts for @GPFNK on both Twitter and Instagram. Key messages were also shared on the official Cure Leukaemia channels to generate interest in the event page.
As part of this activity we developed the #FridayNightFoodie competition, inviting followers to submit their Friday Night dinners over the course of 11 weeks. This creative campaign tied in both the Friday night and food related concepts that were central to the event. Following the success of the competition, a cookbook was compiled, created and designed featuring the 15 finalists’ recipes.
We delivered live social media content from the event, including photos, videos and tweets and generated engagement with a live twitter wall projected at the event.
Rewired created a sponsorship proposal document and worked with the Cure Leukaemia team to identify package opportunities and price accordingly. We identified potential sponsors and helped to secure key commercial sponsors.
We prepared an overarching communications strategy, including key announcements, food and leisure media and creative opportunities. Supporting PR helped to promote ticket sales, sponsors, partners and celebrity involvement. Post-event PR communicated event success and total amount raised.
Glynn Purnell’s Friday Night Kitchen raised over £60,000 through ticket sales and sponsorship, proving to be one of the charity’s most successful funding events to date.
- 41 pieces of press coverage
- Total circulation of 1,492,540
- 18 business-led pieces of coverage
- 8 pieces following the announcement of Birmingham Airport as headline sponsor
- 5 blog articles from regional food bloggers
- 500 followers reached on official @GPFNK Twitter account on day of event
- 158,900 Twitter impressions from July – October
- 108 #FridayNightFoodie entries