Public Relations

The Client:

From humble beginnings, Tasty African Food has grown to become the largest West African food chain in the UK. Spanning over two decades of service, their reputation for providing traditional quality food is synonymous among the African community. Tasty African Food pride themselves on delivering authentic African ready meals, eat-in, or catering services for a variety of events. Whether it’s a wedding, birthday, corporate function, funeral, or other social gatherings like music festivals and school fundraisers, their culinary expertise ensures a taste of Africa is always nearby.

The Brief:

They would like to retain a PR agency that would help them with the following objectives:

Increase brand awareness
Leverage 25th Anniversary
Focus on nationwide expansion
Bring attention to new products & launches

Our Approach:

PR is a crucial aspect to bring more brand awareness to Tasty African Food, as a multifaceted business there are multiple different streams of activity we could bring attention to, from a focus on the restaurants and takeaways to the ready meals and catering services.

For the restaurants and take-aways we centred our efforts in inviting press for reviews as well as getting Tasty African Food featured in listicles.

Our approach to the ready meals was primarily focused on food-focused listicles, sending out samples to press and speaking about the importance of culture, affordability and accessibility. We also focused on the B2C wholesale of the ready meals, targeting trade outlets in this sector.

An overarching theme within both of these separate streams of activity is the business aspect, as Tasty African Food is celebrating their 25th anniversary, this was an opportunity to reflect on Tasty African Food’s journey and into the hands of the next generation - just how recipes and staple meals are passed down. We focused on the heritage of not only the business itself but also the flavours of Africa. The story of the flagship restaurant being torn down by the council is a powerful story that we would like to shed light on.

With this year being the 25th anniversary, we would also created a stand alone press release on the past quarter century.

The Results:

We definitely made people crave West African food!

After 1 year, we landed Tasty African Food 50 pieces of coverage with some truly prestigious (and even global!) publications. We were in the New York Times, Time Out London, The Grocer and more! We truly had everyone talking about West African cuisine, and the press were clamouring to interview the Olaleye family.

In total, our campaign generated estimated views of 612k and 269 engagements.