When the world's largest big box wholesaler ran into community resistance in developing a store in upper
Westchester, New York, it retained Primavera to communicate the benefits of its development to the area.
This was an integrated program utilizing traditional and social media, as well as an intense community and
governmental relations program.
is one of the premier shopping center developers in the New York-New Jersey-Connecticut area. As the
developer of the Costco project, Breslin also engaged Primavera to represent its interests in the community.
This company recently introduced a new fish to America, a barramundi fish born in Australia and raised
in the largest indoor aquaculture facility in the world, located in Western Massachusetts. Primavera
was selected to introduce and position the product through editorial placement and advertising featuring
celebrity chef endorsements.
The Restaurant Futurists.
A communications platform created and produced by Primavera in partnership with Food Arts Magazine, this
event utilizes top industry practitioners to project upcoming challenges and opportunities for success.
Presented each year at The International Hotel/Motel & Restaurant Show at the Jacob Javits Convention
The Gourmet Housewares Show
selected Primavera Public Relations to create a Celebrity Chefs Program to position the show more
International Food & Lifestyles Media Conference
is a successful example of our capability
in producing quality marketing platforms. For a period of 10 years in the late 80s and 90s, more than
150 food and beverage manufacturers, commodity groups and associations partnered with Primavera to
create a major communications vehicle directed to the public and foodservice industry.
The Italian Trade Commission first engaged our services to represent all Italian table wines just days before a methanol tainting crisis struck in Italy. Suddenly we were engaged in crisis management, rather than the product publicity program as originally planned. Having contained that situation, we created special events to marry Italian wines to international cuisine nationwide.
Ruth's Chris Steak House / The Steak House Gang. Primavera was engaged by this upscale restaurant company in 1987, helping to enhance its public image and generating publicity and a customer relations program as it grew from 17 to 70 units by 1998. The creation in 1994 of a major promotional concept, The Steak House Gang, resulted in the first customer relations/customer building program for a major upscale restaurant. Its media exposure helped foster the concepts "The Return to Beef" and "Steak House Mania." Working with the Beef Industry Council, the program played a significant role in increased consumption of beef for the first time in 15 years.
Philip Morris USA. In the mid-90s when there was significant contention among restaurateurs, city councils and the tobacco industry about smoking regulations in restaurants, Primavera Public Relations was retained to consult on the Restaurant Accommodation Program created by Philip Morris. Its purpose was to train restaurant management and staff to accommodate the preferences of non-smokers and smokers in a way that would be acceptable to both groups.
Marie Callender's Restaurants.
One of the nation's largest family dining multi-unit restaurants, with 170 units in the West
and Southwestern states, Marie Callender's turned to Primavera/The Culinarians to research
its positioning, analyze its future marketing, operational and marketing strategies and make
recommendations to management to reposition it for a younger market.
Kraft General Foods. Among several projects, we helped introduce Boboli to the foodservice industry. We have also conducted very successful national recipe contests for Kraft, from announcement to final judging and awards presentation, and have created programs promoting new uses for Jell-0.
Ortega Mexican Foods. Over a three-year period, we helped fire the Mexican/Southwest craze by creating a "traveling" educational program for the industry that communicated the commercial message of the client. We mounted an unprecedented "on-the-road" professional culinary program nationwide, conducting demonstrations and tastings featuring Ortega's products.
Heublein Wines. Our firm created and implemented a national program through which independent restaurants and national chains could establish an ongoing wine training and merchandising program to increase wine sales and restaurant profits.
Hallmark /The Heartland Market, a complex of retail and foodservice facilities in Hallmark's Crown Center in Kansas City, Missouri, was introduced to its community by our firm through a series of food events, utilizing the talents of nationally-renowned chefs.
Peekskill Farmers Market & Artists District. Locally in Westchester, New York, Primavera has been engaged to help boast offerings for community participation.
Marketing Programs and Cooperatives with MANY FAMOUS RESTAURANTS, RESTAURANT CHAINS, HOTELS,
CULINARY SCHOOLS, FOOD & BEVERAGE COMPANIES and CONFERENCES.
Restaurants have included: Alfredo of Rome, The 95th in Chicago, The American Restaurant at Hallmark Center, Bice, Brennan’s, Commander’s Palace, Delmonico’s, Gilbert Robinson, Manhattan Ocean Club, Marie Callender’s, Ruth’s Chris Steak House, Salute!, Sbarro, Smith & Wollensky, and many others.
Food & beverage companies have included: Kraft, Heublein, Ortega Mexican Foods, Nabisco, and the Wines and Olive Oils of Italy.
Among culinary schools represented have been Johnson & Wales University and the New York Restaurant School.
Projects with hotels have included Marriott, Omni and Westin.
And conferences created by Primavera included: The Symposium on American Cuisine, The Festival of Southwest Cookery, The Restaurant Futurists and the International Food & Lifestyles Media Conference.