OVERVIEW
As the newly discovered public relations firm of record for Hip Hop Chef ® Cookin’ Tye known as a New York based prominent Celebrity Chef to the stars, The Highsmith Group provided perception management on scales involving social media campaigns, community relations and media relations. The longstanding chef initiative to become civically engaged and increase his clientele in the Atlanta market, while releasing his signature dishes and identifying his priority audiences surrounding BET awards weekend was the goal that was looked to be executed.
APPROACH
The Highsmith Group approach- with Atlanta’s poverty rate being higher than the national poverty rate of 13.2 percent, the team reached out to one of the largest women homeless shelters, City of Refugee. Leveraging current socioeconomic news trends impacting communities as well as pitching compelling stories, the team moved forward with ‘Hip-Hop Chef’s® Feed the Needy Day. Targeting local and regional media outlets, influential figures in Atlanta, and local community chefs to participate in feeding the entire organization’s residents created a compelling interest. Exploring various ways the event could be beneficial to all residents of the City of Refugee. The team reached out to local barbers, hairstylist, financial advisors, DJs and many other vendors to donate their services. Attaching political force, the Mayor’s office joined in efforts to raise awareness of the poverty issue in Atlanta.
RESULTS
Cumulatively- reached an estimate of 400 women, incorporating Hip-Hop Chef’s signature dishes in buffet style for the event. Coverage appeared on Atlanta Fox 5 in Kontrol Magazine, Kore Magazine, and Desirable Magazine. Well respected in the Entertainment and culinary industry for his talent in the kitchen, Hip Hop Chef ® Cookin’ Tye’s civic engagement was highly recognized by the Mayor’s office with Congressman Lamar Williams speaking in the Mayor’s absence kindly welcoming Hip Hop Chef® Cookin’ Tye to the city of Atlanta.
CLIENT
Cookin’ Tye, The Hip-Hop Chef®
WHAT WE DID
Brand Launch | Charitable Event | Community Outreach
