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THE FIRST EVER BENELUX SUSHI CUP - THE ROLL-OUT OF OUR PR STRATEGY
Familiarity, Credibility & Connection.
For the very first time, the Sushi Cup came to the Benelux - landing in Antwerp. When Junko Kawada, chef-owner of Ko’Uzi Sushi in Antwerp and former runner-up at the World Sushi Cup in Tokyo, approached us to craft a PR strategy around the event, our ambition was clear: not just to announce it, but to make sure it was a story the media couldn’t ignore.
Instead of focusing purely on the event itself, we built the story around novelty, expertise and cultural relevance. The angle? The very first Sushi Cup in the Benelux, bringing together top chefs and elevating sushi to a competitive, high-level discipline.
STRATEGIC APPROACH
FROM NICHE TO NATIONWIDE VISIBILITY
The campaign reached an audience of 6.3 million people, resulting in an estimated PR value €434.368. A true standout moment was the national TV coverage, reaching more than 500.000 viewers, complemented by strong local visibility that anchored the story within the Antwerp scene. All of this proves that PR is not about volume, but about positioning. By turning a niche event into a broader cultural story, we created relevance for both media and the audience. The combination of a strong hook, the right timing and a multi-channel approach turned into a widely shared moment. When a story feels new, relevant and easy to grasp, media will pick it up and give it the attention it deserves.
"When a story feels new, relevant and easy to grasp, media will pick it up and give it the attention it deserves."
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