The Establishment Group


The Goal

The Establishment Group, which owns popular restaurant and nightlife spots around Singapore, were keen to boost the profile of :Pluck (located on the popular Club Street) with the launch of a new lunch menu, coupled with their 1st birthday anniversary. They were also keen to spread the word about a new establishment they were opening, Wanton Seng’s Noodle Bar.

The Plan

The Group engaged Mutant Communications to host media tastings and run targeted PR campaigns for both establishments.

Mutant identified the most interesting story angles to help boost the profiles of both venues (including their head chefs) and organised multiple group and individual media tastings and interviews. As well as this, a social media campaign was initiated with regular posts and relevant photography to entice the public.

The Outcome

The media coverage surrounding :Pluck and Wanton superseded their expectations. Notable coverage included shout-outs from local food bloggers, epicure Magazine, Cuisine & Wine Asia, The Straits Times, The Business Times, 8 Days Magazine, Honeycombers, HungryGoWhere and personalities like Rozz from Lush 99.5FM.