CASE STUDY /

Janice Wong: Chinese New Year

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The Brief

Chef Janice Wong’s never-ending passion for culinary art has propelled her forward to test the limits of dessert making. The native Singaporean has learned from some of the world’s best chefs, including US luminaries Thomas Keller and Grant Achatz, virtuoso Spanish chocolatier Oriol Balaguer, and prodigious French pastry chef Pierre Hermé. In 2014 she launched her eponymous sweet concept, Janice Wong.

The Strategy

Accela assisted in raising awareness around the Janice Wong Chinese New Year offerings through the distribution of a press release, as well as media pitching to facilitate editorial opportunities. To garner further awareness, Accela coordinated and managed a CNY media drop to 20 top-tier F&B journalists to showcase a selection of limited-edition creations including the Cookie Hamper, Chocolate Piggy Bank with coins and Single Origin Dark Chocolate Pineapple Tarts.

The Results

Accela secured a total of 36 stories and a PR Value worth S$248,805 within a four-week period. Consumer highlights include The Straits Times, The Peak, Time Out Singapore, Prestige and Singapore Tatler. The Janice Wong Chocolate Piggy Bank sold out within five days.