For our first New York opening, we worked closely with Jess and Annie on a full PR campaign that would establish Dean’s as both a neighbourhood favourite and a must-visit restaurant. Building on our experience working with King, we were able to bring an understanding of Jess and Annie’s voice, audience and the media landscape in New York, allowing us to shape a campaign that felt both strategic and creatively aligned with their world.
Our approach focused on storytelling that captured the spirit of the restaurant: a deeply personal ode on the British pub through the lens of Jess and Annie’s signature warm, thoughtful and ingredient-led approach. Central to the campaign was building anticipation ahead of launch, securing high-impact coverage across key food, culture, and lifestyle titles, and ensuring Dean’s opened with strong momentum.
At the same time, we used the opening to spark wider conversations around the rising interest in British cuisine in New York. By positioning Dean’s within this wider movement, we were able to tap into trends and shifting perceptions around British food, reinforcing Dean’s relevance beyond its immediate opening moment.
