Fulford PR wins PR pitch for Dean & DeLuca

Iconic New York lifestyle brand, Dean & DeLuca, is coming to Singapore and Fulford PR has been engaged to generate publicity and hype around the store’s opening.

Dean & DeLuca partnered Kitchen Language, the franchised fast food and restaurant arm of Far East Organisation, in opening its first flagship store at Orchard Central in the first half of 2012. Renowned as a culinary food haven, Dean & DeLuca will offer Singapore a wide range of artisanal gourmet food selections from all over the world.

Fulford PR is tasked to create word-of-mouth publicity and heighten interest prior to the launch, over a campaign period of four months.

Justin Seamonds, president of Dean & DeLuca, “It is vital that our partners understand Dean & DeLuca’s brand philosophy – it is about living with food. We are pleased that Fulford PR showed clear understanding and is as excited as we are about the opening in Singapore.”

Kenneth Low, Director of Kitchen Language, “Through a series of pitches, Fulford PR has impressed upon us their creativity and dedication in achieving our objectives. We look forward to working with the agency, as well as with Dean & DeLuca, to bring the very best gourmet products to Singapore.”

Linda Fulford, Managing Director of Fulford PR, “Understanding clients’ brand philosophy and positioning is key in this business and we are thrilled to be working with one of the world’s best gourmet brand to bring it to life here.”

Fulford PR started the year on a good note, by winning the i Light Marina Bay 2012 pitch, and is set to further bolster its consumer lifestyle portfolio with the two accounts.