James Beard Foundation Awards

  • James Beard Foundation Coin

ABOUT THIS PROJECT

CATEGORYEvents

SITUATION

Since the James Beard Foundation first selected Magrino to promote their annual Awards in 2008, the event has transcended the food industry into popular culture. The James Beard Awards are given in many categories, including chefs and restaurants, books, journalism, broadcast media, and restaurant design, leadership, humanitarian, and lifetime achievement and are held annually in Chicago. The Foundation is overseen by chief executive officer, Clare Reichenbach.

STRATEGY

The year-long campaigns, which include regional events across the country, celebrity recruitment and participation, and targeted outreach to top-tier national and regional media outlets, culminates in a 2,000-person gala with red carpet arrivals, an awards ceremony and a dine around event catered by the country’s most celebrated restaurants and chefs. With a decade-long partnership, Magrino must continually strategize new pitch angles and creative concepts to keep the Awards the preeminent program for the culinary industry in the United States.

SOLUTION

By leveraging the star power of the nominated chefs and restaurants, the distinguished hosts and presenters, and unique trends and themes, Magrino has consistently increased media coverage year over year, with many billions of impressions to date. The Awards have become a cultural moment not only in food and hospitality, but general lifestyle and pop culture as well.