Situation:
To celebrate the launch of Destination Italy’s frozen fresh pasta range, guests were invited to take a seat at The Italian Table. Hosted by Ilana Levy (@calme.blanc) at her home in Rose Bay, the intimate cooking and dining experience brought guests together over lunch and dinner.
The event introduced the range’s three flavours, including Cacio e Pepe Gnocchi, Ricotta and Spinach Ravioli and Porcini Mushroom Tagliatelle, all proudly made in Emilia-Romagna using traditional recipes and ready from freezer to table in just eight minutes.
Strategy:
The Italian Table centred the launch around the experience of cooking and sharing a meal together. Hosting guests in Ilana’s home provided the perfect opportunity to showcase how easily Destination Italy’s pasta could be enjoyed at home.
Guests joined Ilana for a hands on cooking session before gathering around the table to enjoy the pasta and Destination Italy’s gelato. This gave guests an opportunity to prepare and taste the products firsthand.
The lunch and dinner sittings kept each session intimate, allowing time for cooking, product discovery and conversation. The event also enabled the client to be on site and connect with media and KOLs.
Services Provided:
Event concepting and creative direction
Invite outreach and guest management
Paid KOL partnership management
Venue and supplier management
Creative direction on styling and supplier management
Photographer management
Event production and logistics
Graphic design support extending to invite, menu, and other printed assets
Runsheet coordination
On-ground event management
Post-event media outreach and press coverage
Results:
The event generated 87 social mark ups to date, with less than 20 guests in total, proving that this interactive and well-styled event was impactful and highly shareable across socials. The event was also featured in the Sunday Telegraph, extending the launch into print with a readership of 7.4M.
