1. BRIEF: To launch Dabbous restaurant and bar, the first solo venture for chef Ollie
Dabbous and award-winning mixologist Oskar Kinberg
STRATEGY: The pre-opening campaign focussed on pitching Ollie as the one to watch
and was spearheaded by a dinner for the UK’s top foodies prepared by Ollie in Jori
White´s home. Early coverage appeared in Waitrose, the Independent, Olive and GQ. In
keeping with the venue’s low key theme, a small launch event was organised, attended by
leading media and Ollie's mentor, Raymond Blanc. Blanc penned a glowing review of
Dabbous that was used for press purposes. To sustain momentum, only select reviews
and interviews were organised during the early part of the launch period, concentrating on
national newspapers and key glossies such as GQ, Marie Claire and Harper’s Bazaar. A
campaign for the bar has run simultaneously, with coverage in MSN, Stylist, the Evening
Standard etc. Broadcast has also been a target, with interviews with Ollie and Oskar
placed on BBC America and Monocle Radio
RESULTS: Early reviews were outstanding, with Fay Maschler giving Dabbous an almost
unprecedented 5 stars and describing it as a ‘game changer’. Time Out also gave
Dabbous 5 stars. Tables are currently booked solid for the next 4 months. Ollie is being
positioned as the next big thing, with a screen test for a new Channel 4 series confirmed
and an appearance on Saturday Kitchen in discussion