Reaton Ltd. sponsored the "Golden Ladle Award" competition to promote cooking as an art form in Latvia and position itself as an industry leader. The competition was previously run by the Chef's Club but had limited publicity. Reaton worked with the agency Nords Porter Novelli to redesign the competition, introducing the "Golden Ladle Award" as the main prize. Over 20 teams participated in the new competition, more than previous years. It received widespread media coverage, over 20 publications, establishing the Golden Ladle as an annual award that promotes Latvian chefs. The competition was successful in meeting Reaton's goals of improving its reputation within the industry and among the public.

1. Applicant: Nords Porter Novelli Page 1
Category: Sponsoring campaigns
Reaton ‘Golden Ladle Award’ – a central event of cooking art
Campaign description
Among other core activities, Reaton Ltd. – one of the largest Latvian multi-purpose companies - is engaged in trade and
producing of gourmet products. Locally most recognazible brends are MC2, Gastronome and Reaton Excellence. Company is
one of key hotel, restaurant and cafe (HoReCa) suppliers servicing more than 3’000 catering enterprises, including companies
based outside Baltics.
On the Latvian market, Reaton Ltd. has become a traditional partner of professional chefs, with delivery of gourmet products
based on highest quality standards.
Reaton Ltd in Latvian market is long term professional partner of professional chefs by delivering high quality gourmet
products and helping to ensure high quality standards in restaurants and cafes. One of Reaton Ltd. objectives is to promote
cooking skills in Latvia by means of creating new possibilities and expanding industry offer to consumers. At the same time
company aims to develop cooking skills and healthy eating habits among Latvians. Industry development goals are at the core
of Reaton Ltd. marketing strategy aimed at establishing the leading positions of the company in HoReCa sector.
Situation overview suggests, although there are top-class chefs in Latvia united under professional association – Chef’s Club
– which has organised the ‘Chef of the Year Award’ in scope of Riga Food Show, general public still perceives cooking culture
in a narrow sense limited to cooking tips found in popular media.
Reaton Ltd. is therefore facing a new challenge now – the challenge of promoting public image of chefs in an interesting and
attractive manner, and educate society by raising public awareness of cooking culture as art discipline.
Objective:
To position Reaton Ltd as the industry expert and leader highly regarded by HoReCa professionals and make the event of
Chef’s Club the central industry event in Latvia by promoting identity of cooking culture and strengthening Reaton Ltd brand
among wide audience.
Situation overview
Chef’s Club competition publicity results have been assessed and rated unsatisfactory. Although competition entries and
performance was high-class and professional, interest was limited to a specific group of people and competition results were
not communicated to larger masses. Global and Baltic experience in the field of cooking competitions shows that such awards
have promoted the identity of the industry elsewhere. After assessment of competition results, it was decided to make event
more attractive for general public and media that would help strenghtening Reaton Ltd as reputation leader in local gourmet
area.
Campaign strategy
Reaton Ltd campaign strategic goals:
• Improve and promote cooperation among line experts by joining industry advertising efforts and raising the prestige
of the profession in Latvia.
Reaton Ltd campaign marketing goals:
• Create added value to Reaton Ltd. brand through long-term PR campaign.
• Position Reaton Ltd. as undeniable HoReCa leader with far-fetching plans on professional market of the Baltics.
• Publicity will help Reaton Ltd. to establish itself as cooking expert in the eyes of the public.
Target group:
• HoReCa professionals – chefs, bartenders, restaurants, cafes, hotels and other catering businesses.
• General public, visitors of exhibition Riga Food 2006, gourmets.
Message:
Reaton Ltd., the leading HoReCa supplier in Latvia, is the key promoter of cooking art and identity in Latvia.
Communication ideas and methodology:
Agency Nords Porter Novelli has collaborated with Reaton Ltd. and Chef’s Club in developing communication ideas and
organising of competition Chef of the Year 2006 and Patisserier of the Year 2006. These awards have undergone significant
changes in proceedings and contributions to efficiency of publicity events have been made.
Reaton Golden ladle - central competition award and event
The ‘Golden Ladle Award’ is a Grand Prix and main event of competition sponsored by Reaton Ltd. and was introduced by
Nords Porter Novelli. The value, winner selection criteria and role of award in the industry could guarantee it a place among
the best Latvian awards.
Golden ladle, a symbol of chef’s work, is a challenge award presented to a chef's dish complying with most criteria set out by
judges, including taste and aesthetics of a dish.

2. Applicant: Nords Porter Novelli Page 2
Category: Sponsoring campaigns
Award is based on survey that took place in Latvian Academy of Arts, Riga Designing College and interviews of individual
artists.
To make the event more appealing to exhibition visitors, it shall be a show, an open event and work of judges will also be
transparent.
Communication channels:
• Media relations: informative press releases; press conference attending Reaton Ltd and Chef’s Club representatives
that presents Grand Prix award – Reaton Golden ladle; different information materials for media
• Internal communication: using internal Chef’s Club channels to announce the contest and communicating contest
regulations and application procedures, select participants and disseminate contest advertising information.
• Usage of Reaton Ltd. branding at Riga Food Show 2006.
Assessment criteria:
• Achievement of business objectives of Reaton Ltd. to penetrate the HoReCa market segment.
• Self-assessment by cooking professionals and future interest in organizing of contest
• Increase in the number of applicants for the contest
• Publicity raised
Campaign results and benefits
Assesing the results of campaign according to criteria above the main achievement is establishing of Reaton Ltd professional
status in the gourmet area. Achieving reputation and trust in rather closed chef’s professional environment a new successful
cooperation has been established that promotes Reaton Ltd professional recognition in both proffessional environment and for
general public.
Business objectives
• Reaton Ltd. has opened itself a new advertising channel and access to the main target group through supporting one
of the main industry professional associations.
• High Reaton Ltd. visibility reached through specifically the Golden Ladle Award.
• The role of Reaton Ltd. as the largest player on HoReCa market strengthened.
• Good ties with Chef’s Club and target group established, opening new possibilities for cooperation in future.
• One event has brought us closer to the main aim – promote recognition of an industry and foster interest about the
professional contest.
Assessment of proffessional chef’s audience
• The role of Golden Ladle Award is emphasized by the support and good response from cooking professionals who
are willing to continue such collaboration and award ceremonies in future. Reaton Golden Ladle has acquired the
status of the annual Latvian chef’s contest and will be held each year from now on. The winner of the first challenge
prize, restaurant Ka a vārti and its chef Raimonds Zommers are proud about the victory and have included in the
respective CV and advertising materials.
• Kaspars Jansons, board member of Chef’s Club, Hotel Bergs restaurant chef: ”Reaton Golden ladle will definately
prowoke bigger interest and desire to become a historical person within gourmet area.”
Increase of participants and overall results
• In comparison with year 2005 significantly increased the number of participants from 14 teams to 20 from all Latvia.
Reaton Golden ladle award was important stimula for demonstrating their cooking skills. Raimonds Zommers, winner
of Reaton Golden ladle 2006: „Every participant desired to be a winner because this is significant proffessional
recognition.”
• Riga Food 2006 organizersd BT1 assesed Chef’s Club competition as one of events that promoted both interest of
proffessionals and general public.
Publicity
• For the first time in it’s history Latvian Chef of the Year contest award and prizes have received the publicity and
coverage, attracting the attention of major broadcasters and newspapers.
• More than 20 publications with Reaton Golden ladle reflection in central media as well in internet portals and special
editions – Labu Apetiti and others have been published. Taking into account that up to now Latvian Chef of the Year
competition was an event that interested only specialists, wide publicity is considered as significant input in Reaton
Golden ladle and cooking increase of reputation as well in meeting strategic goals of Reaton Ltd.