Boutique Shoreditch agency Red Dog has scooped a brief to deliver B2B and B2C PR for celebrity chef Jean Christophe Novelli’s new premium knife range. The team won the account after a competitive pitch against two other agencies.
Created by professional knife manufacturer Ziganof-Knives, the Jean-Christophe Novelli Signature Collection will launch in September, with Red Dog driving awareness and sales in a creative campaign built around its ‘A Knife for Life’ proposition. Gastronomeur and restaurateur Novelli will promote the range in stores, studios and at events across the UK.
Accustomed to the spotlight, the chef has appeared in ITV’s Hell’s Kitchen, as well as his own flagship show, Chef Academy. He also runs his own Academy cookery school from his 14th-century home in Hertfordshire, has worked on British health and cuisine campaigns with Flora and the Potato Council, and is training to cycle in an Ironman competition in September.
This, his first knife collection, is hand-crafted from the same steel as Samurai swords and promises to be the hardest and sharpest on the market.
Ziganof’s Brand Director Suzy Cooper said: “We chose Red Dog for their marketing expertise, enthusiasm and intuitive grasp of what we wanted to achieve. We don’t just want to sell a knife: we want to create a product with a legacy of its own, which can be handed down through generations.
“Red Dog instinctively shared our vision. We’re confident our brand is in good hands.”
Red Dog Partner Veronique Rhys Evans added: “We’re delighted to have won this brief. As well as food and drink being a passion for everyone here, Ziganof is a business with huge ambition and potential, which we can really help build through smart and creative PR. The Jean-Christophe Novelli Signature Collection is a beautiful range, which we’re really looking forward to getting out there and on to must-have Christmas gift lists for foodies.”
The win follows Red Dog’s recent success securing retained briefs with devilfish creative and Melody Rose