A Michelin shoe fit for a chef?

In 2018, working at Bunzl UK & Ireland, I was given a task of launching the first Michelin footwear for chefs to the UK market with our exclusive chef wear distributors, Chaud Devant.

To launch this product, I secured a partnership with target trade title Chef Magazine and secured an ambassadorship programme, with chef and TV personality Claude Bosi, who was hotly tipped to win 2 Michelin stars for his newly-opened restaurant Bibendum.

With Claude, we created a suite of promotional assets, including the front page on Chef Magazine with Claude wearing the shoes, a 3-page feature on chefs footwear in the magazine and a professional teaser video.

I also exhibited the shoes with Chaud Devant at the national Michelin awards ceremony in London, where newly-awarded 2 and 3 star winners were gifted with a pair of the GT1 Magister Pro shoes.

The result? Sales of the shoes in the first week exceeded £10,000 and became the quickest selling item on the website. Truly epitomising the power of Word of Mouth!