A PR and influencer strategy was implemented to support the launch. The announcement of the partnership was communicated through a traditional PR strategy. Alongside the announcement, top tier media were invited to an exclusive preview lunch with Holy Carrot founder Irina and Cowspiracy creator Kip Andersen. Press and influencers were also invited to review the Cowspiracy menu throughout January. The partnership was a great success and as a result the menu was extended to run for an additional two weeks to keep up with demand.
Press coverage appeared in over 21 titles including Time Out, Plant Based News, Conde Nast Traveller, Buzzfeed, London on the Inside, The Handbook and Sheerluxe Social media coverage from Clerkenwell Boy, One Zone, London on the Inside, Knightsbridge Magazine, and Mahi Sarna. D&P secured 15 influencer and press bookings during the campaign.
