White Label drives Meatopia UK launch

Creative agency White Label has been chosen to deliver an integrated communications strategy for the launch of a new meat and barbeque festival in the UK.

Meatopia's UK festival will take place in September
Meatopia's UK festival will take place in September

Meatopia, a food event aimed at meat lovers, will be launching in the UK on 7 September at London’s Tobacco Dock.

The festival currently exists in the US, with events taking place in San Francisco and Texas. It has been running in New York for the last ten years.

Greg Saunders, creative director at White Label, said: "We’re hugely excited about Meatopia and think that it’s just what the UK has been waiting for. As a bunch of self-confessed foodies ourselves, we can’t wait to see all of these chefs under one roof at such an amazing venue."

The one-day London event will feature a number of well-known chefs including Hawksmoor’s Richard Turner, St John’s Fergus Henderson, TV chef Gizzi Erskine and Pitt Cue’s Tom Adams.

White Label will be taking charge of consumer PR and social media to promote the UK version of Meatopia, as well as securing brand partners.

The agency is planning to reach aspirational food-loving consumers through a social media campaign, which will utilise Instagram, Facebook and Twitter. Bespoke video content will be created to encourage social sharing and to build an identity for the UK festival.

"As the target London audience are digitally switched-on and time poor, social media will play a key part in spreading the word about this truly unique experience," Saunders added.

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