Primedia Unlimited subsidiary, Primedia Lifestyle Marketing Services conceived of and executed Gateway’s Celebrity Chef Showdown, run in August and September, to celebrate the centre’s food offering via an integrated campaign aimed at increasing restaurant turnover, exposure and creating media hype via celebrity associations.
Gateway’s Celebrity Chef Showdown saw 10 of South Africa’s top celebrities going head-to-head in five of Gateway’s restaurants and cafés, namely, Circus Circus; Italian, Greek and Portuguese restaurant, Piatto; the perfect meeting place, Mugg & Bean; fish market, teppanyaki, sushi and vibrant restaurant, Cape Town Fish Market and New York Style, Sevruga.
Visitors to Gateway were invited to book at their selected restaurant to attend any of the five evenings and enjoy a night of entertainment and healthy competition, and Gateway VIPs could win a table for 10 at each Celebrity Chef Showdown evening by simply burning 2 000 points that they had already earned. VIP members also stood a chance to win one of two holidays, valued at R18 000 each: a trip for two to the 7-star Karkloof Safari Spa.
“The objectives of the campaign included increasing foot count, restaurant turnover, brand awareness, and reaffirming Gateway as a food and entertainment destination of choice. “We also aimed to increase Gateway’s CRM database, and to secure PR and sponsorships for the centre,” Penny Barlow, Marketing Manager at Gateway Theatre of Shopping.
To achieve these objectives five Celebrity Chef Showdown events were held. The first, on the 20th of August, was won by award-winning television actress and radio producer, Sma Mbatha, when she competed against Jane Linley-Thomas at restaurant and café, Circus Circus; whilst the second was won by Deena Naidoo at Piatto on the 27th of August, when he competed against Wendy Knowler.
Internationally celebrated and award-winning fashion designer, Terrence Bray, won the third evening of Gateway’s Celebrity Chef Showdown on 3 September, when he competed with Kathrin Kidger at Mugg & Bean Gateway; whilst rugby legend, Stefan Terblanche, won the fourth when he competed with former Miss South Africa, Tatum Keshwar, at Cape Town Fish Market on Wednesday, 11 September.
Actor, playwright and author, John van de Ruit, won the fifth and final evening of Gateway’s Celebrity Chef Showdown, when he competed with Eastern Mosaic presenter, Jailoshini Naidoo, on 17th September at Sevruga Gateway.
“The Gateway Marketing Department succeeded in its objectives by securing PR to the value of over R500,000 and numerous sponsorships, including partnership agreements with restaurants amounting to approximately R150,000. All of the restaurants were thrilled to be involved, and have said that they will definitely partner with us again on ventures such as this in the future,” says Barlow.