90.4M
Combined reach (30th Anniversary)
75
Press & media placements
148K
Reach (Breakfast Reviews)
12
Influencer coverage pieces
200+
Guests at the celebration event
Overview
A 12-month heritage PR campaign built around Mirch Masala's 30th anniversary, combining headline-led press stories, journalist visits, influencer partnerships and a landmark celebration event to put a family-run Leicester institution firmly back on the city's culinary map.
The objective
- Boost local searchability
- Reach new audiences
- Strengthen heritage reputation
- Drive footfall at key times
- Grow Diwali and Christmas corporate bookings
The approach
- Headline-led press stories
- 30th Anniversary celebration event
- Journalist site visits
- Ongoing “reasons to visit” campaigns
- Influencer campaigns to reach new audiences
Key takeaway
Thirty years of heritage became a year of headlines — and a refreshed identity set up for the next thirty.
“Working with FU Media has genuinely felt like working with friends who also happen to be true professionals. Their media contacts are excellent, and they take the time to understand your business, your story and what you're trying to achieve. Thanks to their work, Mirch Masala is firmly back on Leicester's culinary map.”
Nisha Popat
Founder, Mirch Masala
Also working with
