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Food & Drink PR

GREY GOOSE Taste By Appointment

Grey Goose

In order to address consumers’ perception of vodka as a ‘tasteless’ spirit, APR worked with GREY GOOSE to promote a series of cocktail master classes called Taste By Appointment hosted by some of the country’s best-known tastemakers including The Gilbert Scott’s Marcus Wareing, Nobu’s Nobuyuki Matsuhisa and Hawksmoor’s Richard Turner in top venues across London, Manchester and Edinburgh.

Extensive print, online and broadcast coverage was generated via a series of exclusive media introductions to the Taste by Appointment concept.  A series of advertorials featuring the Tastemaker hosts were developed to communicate the Taste by Appointment concept. Third party media, gastronomy and mixology opinion formers were invited to attend sessions and encouraged to spread the word about TBA via their social media.

The combination of editorial, advertorial and third party social media coverage resulted in more than 220 tickets sales at £75 – £150 each, in addition to building brand awareness and GREY GOOSE quality messaging.

GREY GOOSE sponsorship of talk of the town BAFTA after party

Grey Goose

In keeping with tradition, GREY GOOSE hosted the most talked about BAFTAs After Party at 5 Hertford Street private member’s club in partnership with The Weinstein Company.

Guests, including Leonardo DiCaprio, Joaquim Phoenix, Amy Adams, Juno Temple, Quentin Tarantino (winner of Best Original Screenplay at BAFTA), Bradley Cooper and Michael Fassbender, toasted their success with Grey Goose Le Fizz and other Grey Goose Film Award Season cocktails before dancing the night away in Loulou’s night club.

Branded photography and cocktail in hand shots were syndicated on the evening to the world’s media.  A UK coverage total of 81 million OTS was generated from the evening.

Generating Diary Coverage via Celebrity Association & Product Placement

Grey Goose

GREY GOOSE continued their celebration of the best in film by partnering with The Weinstein Company for their annual pre and post BAFTA parties.  Marking the start of the BAFTA celebrations in London, The GREY GOOSE Dinner for Silver Linings Playbook hosted by Harvey Weinstein and Stephen Fry, celebrated the BAFTA-nominated performances given by the movie’s leading actors, Bradley Cooper and Jennifer Lawrence, as well as the film’s nomination for Best Adapted Screenplay.

Held at Little House in Mayfair, guests including Gemma Arterton, Thandie Newton and Gemma Chan, were served the GREY GOOSE Le Fizz and a selection of cocktails from the GREY GOOSE Film Awards Season Collection created by master mixologist Joe McCanta before the dinner.

The event was strategically branded to ensure that event photography featured either GREY GOOSE product or cocktail in hand shots for post event diary coverage.

The Gin Garden’s Bombay Sapphire Botanical Experience

Bombay Sapphire

To animate and raise awareness of Bombay Sapphire’s ‘Ultimate Gin & Tonic’ hero serve amongst 25-34 year old optimistic seeker consumer audience, APR facilitated a collaboration between Bombay Sapphire and The Gin Garden, the creators of travelling gin gardens, at The Hoxton Hotel in Shoreditch.

The hotel’s courtyard was transformed into The Gin Garden’s Bombay Sapphire Botanical Experience for one week during the Chelsea Fringe Festival.  The experience transported guests on an imaginative journey of discovery – learning about the intricacies of gin and the opportunity to touch, smell and taste the distinctive botanical ingredients that have been vapour infused to create the unparalleled taste of Bombay Sapphire. Guests were also invited to create their own infused Ultimate Gin & Tonic with infusions and ingredients from Bombay Sapphire’s Ultimate Gin & Tonic Cabinet, engaging consumers in the taste profile of the gin.

Extensive media coverage across consumer lifestyle, regional and online publications was achieved via press launch masterclass event and media relations activity, in addition to third party social media buzz via bloggers and consumers attending the week-long experience.

Bombay Sapphire Ultimate Gin & Tonic Studio at The Hoxton Hotel

Bombay Sapphire

To engage and educate 25-34 year old optimistic seekers on why Bombay Sapphire makes the Ultimate Gin & Tonic, and to generate editorial coverage in continued support of the campaign, APR worked with the Hoxton Hotel to run a series of interactive ‘Bombay Sapphire Ultimate Gin & Tonic Studio’ workshops in the newly refurbished Apartment Kitchen.

Showcasing Bombay Sapphire’s ‘botanicals to bottle’ story, brand ambassador Sam Carter took guests through the intrinsics of the gin – exploring each of the ten exotic botanicals and unique vapour infusion process. Attendees learnt how to make the Ultimate Gin & Tonic and created their own personal twists in the interactive masterclass.

The activity generated social media buzz and extensive editorial coverage, with strong brand messaging throughout.


A Cultural Afternoon Infused with Imagination

Bombay Sapphire

To continue to drive awareness and engage consumers in the Bombay Sapphire ‘Infused with Imagination’ campaign platform, APR facilitated a partnership with Sunday Wise, the cerebral Sunday lunch experience, to create a series of cultural afternoon events in the exclusive surroundings of The Club at The Ivy.

Attended by over 900 guests overall, the series of events spanned the worlds of art & design to film and science, with an eclectic mix of speakers, poets and musicians entertaining those ‘who like to think while they drink’.

Press reviews and editorial coverage was generated throughout the programme, promoting each event and the overall partnership.

Sharpham Park – Building Brand Profile

Sharpham Park

APR starting work with Roger Saul, founder of Mulberry and new organic spelt food label Sharpham Park in April 2006, and has built awareness of the brand via an ongoing campaign of generating media profiles around Roger and his wife Monty.

Sharpham Park – A Very British Bran Breakfast

Sharpham Park

To support the launch of Sharpham Park’s new spelt bran flake range – the first spelt based cereal flakes available on the market – APR Communications carried out an extensive media relations programme, arranging media appointments with key lifestyle and food and drink press to introduce them to the new range and gift them with personalised Sharpham Park cereal bowls. With 2012 being a very British year with the upcoming Diamond Jubilee and Olympics, the media has responded very positively to the new range and the British credentials that Sharpham Park champions.

A Toast To Taste

Grey Goose

APR launched ‘A Toast To Taste’, a campaign for Grey Goose, the World’s Best Tasting Vodka, to challenge perceptions that vodka is a tasteless spirit and encourage cocktail lovers to celebrate its taste. APR worked with partner production agency NP+Co to facilitate a collaboration with leading immersive theatre production company Punchdrunk, who staged a series of showcases in an elegant townhouse for stakeholders, trade, press and consumers, plunging guests into a brilliantly creative interpretation of Grey Goose’s exceptional taste and bringing to life each of the elements that contributes to the taste of Grey Goose.

Cox Cookies & Cake – Launching Patrick Cox’s new cake brand

Cox Cookies & Cake

APR Communications was briefed to drive awareness in high-end, London, fashion and lifestyle publications / websites for the launch of designer Patrick Cox’s Soho bakery, Cox Cookies & Cake. APR supported Patrick Cox’s new retail food venture with a hard-hitting pre-launch activity campaign, which included a celebrity launch party. Key editors, diarists and Patrick’s friends were invited by APR to a sit down dinner at Randall & Aubin (located opposite Cox Cookies & Cake) to celebrate the opening of the bakery. The launch event was attended by over 20 senior editors and writers and resulted directly in 88 pieces of media coverage.

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