Launching the Jamie Oliver Professional Series by T-FAL®
 When T-FAL partnered with British chef Jamie Oliver, Lucy Siegel led the PR team that launched the partnership and T-FAL's new Jamie Oliver cookware to buyers and the media with an unusual event that made T-FAL the talk of the cookware industry. The event gave buyers close contact with Oliver while he cooked their dinner while they watched. The launch was described by trade magazine HFN as "the biggest cookware launch of the season." The consumer PR campaign included a satellite press conference between New York journalists and Jamie Oliver in his London kitchen, an innovative CD, a mat release with Oliver's cooking tips, and segmented media pitches. Five months after the retail launch, media coverage totaled more than 80 million impressions and total publicity value of the media coverage was over $3.2 million. |
