Launching the rebrand of Australia’s leading online restaurant discovery and booking platform

CHALLENGE: To launch TheFork (formerly Dimmi) in Australia with creativity and credibility.

Objectives:

〉Introduce TheFork and its new website to the market

〉Position the brand (and its CEO) as a thought leader in the industry

〉Entice consumers to visit and book off TheFork directly

STRATEGY: The brief presented two key challenges: a rebrand is not a news hook; and food and lifestyle media are spoilt for choice for stories. We needed something different to get people excited and talking.

An immersive dining event was born, with Kite taking key media and influencers on a sensory journey through the dining trends of 2019. A drone, mood-lifting cocktails, technology-informed wine tastings, and a theme-inspired playlist were just some the elements served up on the night, surprising and delighting our guests at every turn. With a menu curated by acclaimed chef Clayton Wells, and the evening hosted by TV personality James Kerley, the event presented the perfect platform to launch TheFork with aplomb, and showcase the brand and its executives as industry experts and a trendsetter.

IMPACT: Attendance of over 20 key food and lifestyle media and influencers. Feedback included “the best PR event I have ever been to”; The Fat Couple (food influencers)

Guests captured on the night:

  • 74 Instagram stories
  • 13 Instagram posts
  • 1 Instagram story favourite

Detail:

  • 64% of posts tagged @theforkau
  • 65% of posts tagged event partners
  • 48% used #theforkau
  • 5% of posts mentioned the dining trends

Media and influencers continued to reach out for commentary around the dining trends and TheFork