We worked with ST Group, owners of the Hokkaido Baked Cheese Tart, PappaRich and Gong Cha restaurant brands on the launch of New Zealand’s first Hokkaido Baked Cheese Tart store.
The Japan inspired international brand has expanded quickly over recent years. There are now Hokkaido Baked Cheese Tart stores across Shanghai, Singapore, Indonesia, Brunei and Malaysia. The brand also launched in Australia in 2016 with openings in Melbourne, Sydney and Perth. The tarts are extremely popular overseas, with lines around the block at each new opening. Our aim was to create the same exciting buzz for the New Zealand launch.
We hand delivered boxes of warm, delicious baked cheese tarts to the most prominent food and lifestyle journalists in Auckland. We also invited reporters and bloggers to the store to find out more about the famous Japanese delicacy, experience a tour of the baking facility and to taste some of the freshly baked tarts.
As expected, media coverage was extensive and very complimentary. We secured coverage in Kia Ora Magazine, MiNDFOOD, Now To Love (Bauer’s online lifestyle hub), The Urban List, Fresh.co.nz, Concrete Playground and Inside Retail Magazine, among many others. We have continued to support Hokkaido Baked Cheese Tart following the launch period, including announcing the arrival of their unique cheesy soft serve ice-cream.
- Client - Hokkaido Baked Cheese Tart
- Date Completed - September 2017
- Services - Media Relations, Brand Launch, Blogger Relations, Food PR, Restaurant PR