El Gato Negro, Leeds

El Gato Negro: Leeds Launch

The Brief:

Acclaimed Spanish tapas restaurant El Gato Negro was to open in Leeds.  Born in the Yorkshire town of Ripponden in 2005 before relocating to Manchester in 2016, the opening marked a significant homecoming for El Gato Negro and Chef Patron, Simon Shaw, who prior to founding the business, had delivered a stellar stint in the city as Head Chef of Harvey Nichols.  The business tasked The Strong Agency with delivering an impactful launch and building a platform for long-term success.

Our Strategy:

Shaw is one of the North’s most celebrated chefs.  The Strong Agency’s strategy built on his incredible credentials to deliver a launch fitting of the multi-award-winning business.  Leveraging The Strong Agency’s established media network and extensive brand communications expertise, a three-pronged approach was designed consisting of pre-launch, launch, and post-launch activity.  Tactics included chef profiling, feature development, media relations, a highly-targeted press lunch, VIP launch party for 250-guests, media and influencer experiences, brand partnerships, and the management of the business’s awards.

The Results:

The Strong Agency’s campaign saw El Gato Negro rightfully positioned as one of the city’s most anticipated and applauded restaurant launches in recent times.  Standout, quality feature coverage was enjoyed across Yorkshire and beyond with the restaurant booked solidly upon opening and for months to come.  Just 12-weeks to follow launch, El Gato Negro was proud to be recognised at the prestigious Oliver Awards with the business crowned Overall Restaurant of the Year and World Restaurant of the Year.  A review by esteemed food critic Amanda Wragg saw El Gato Negro awarded a deserved 100%.

Image credits: El Gato Negro / Joby Catto