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All Chocolate Kitchen’s World’s Longest Candy Cane

The event elevated and solidified Chef Alain Roby’s deserved placement among the Chicago “foodie” elite.

OVERVIEW

Three-time Guinness World Record holder and Chicago’s Pastry “Guru” Chef Alain Roby opened his All Chocolate Kitchen in Geneva. He was attempting to break another world record with the longest candy cane, and turned to Heron’s experienced lifestyle communications experts to publicize the event.

STRATEGY

Our goal was to re-introduce Chef Alain Roby as the elite sugar and pastry artist in not only the Chicagoland area, but the country.

To accomplish this, we promoted his third Guinness World Record for the World’s Longest Candy Cane, in addition to his records for World’s Tallest Chocolate Tower and World’s Tallest Cooked Sugar Building. Since then, he has also appeared on The Food Network Outrageous Chocolate special.

RESULTS

The event elevated and solidified Chef Alain Roby’s deserved placement among Chicago’s “foodie” elite.

Among the results for this campaign, Chef Roby was named the 2013 Chicago Culinary Museum Pastry Chef of the Year, along with other Chicago notable food industry giants including Graham Elliot, Richard Melman of Lettuce Entertain You, and Rick Bayless. He went on to be spotlighted on Chicago’s “Windy City Live” program for his sugar work.

Placements: We secured multiple press placements for Chef Alain Roby’s World’s Longest Candy Cane, including segments on ABC, FOX, NBC and Comcast. Additionally, we secured a WBBM-AM “Made in Chicago” segment.

We secured coverage in both the Chicago Sun-Times and a two page spread in the Chicago Tribune as well as features in other leading Chicagoland publications including Time Out Chicago, Daily Herald, Kane County Chronicle, West Suburban Living, My Suburban Life, The Beacon News, Glancer Publications, and the Northwest Indiana Times.

Food Press: Additionally, food press including Zagat, Pastry and Baking North America, Chicagoist, Dining Chicago, Damn Fine Eating, Around Cook, and Grub Street Chicago covered the event.

To culminate the event, we secured a proclamation for Chef from the City of Geneva dedicating the day “National Pastry Day” in Geneva, celebrating his accomplishments.

For 17 years, Heron has been at the forefront of the industry, proud to have represented and produced results for some of the world’s most recognized brands, well-known celebrities, and national theaters, restaurants, and companies.

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