Martell Pure Gourmet

Experiential PR & Activation

Plot
In 2010 Martell unveils a gastronomic initiative, Martell Pure Gourmet, which brings together the House of Martell chefs and salon masters to create culinary pairings with the range’s cognacs around the world. Working from Pernod Ricard’s global brief, Sambal Lab propose a reinterpretation of its launch and execution for Malaysia, producing a series of silver-service gourmet experientials—many never attempted anywhere else in the world before for Pure Gourmet—over the next 5 to 6 years.


Performance
The Pure Gourmet farm media launch achieved 100% attendance, and returned a PR Value of RM600,000, thirty times the agency budget.

The House of Bufori event returned a PR Value of RM843,870, three times the agency budget. Despite the huge success, a later Ryan Clift event topped it by a significant 25%.

This Pure Gourmet brief was the only one ever executed this way. Globally.
Pernod Ricard


Accolades
2012 AOTY MARKies Winner—Best Idea, Direct Mail for Pure Gourmet Media Farm Launch
2013 AOTY MARKies Finalist—Best Idea, Direct Mail for House of Bufori