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Various Peppermints decamped to Birmingham’s NEC for five days last week, to set up shop at the UK’s largest consumer ‘foodie’ exhibition – the BBC Good Food Show. One of our newest clients, Island Cuisine, took the opportunity to showcase its range of mouth-watering Creole cooking sauces to around 80,000 eager visitors.
The range of Seychellois sauces drew huge crowds, with guests queuing up to sample its unique taste. Available in four varieties – Yellow Creole Curry, Green Creole Curry, Red Creole Curry and Sweet and Spicy (that’s The Hot One) – consumers simply couldn’t get enough of the range’s distinctive flavours!
It wasn’t just the food causing a stir – the Island Cuisine stand was a real focal point at the show, thanks to its Tiki-bar style concept (designed by Peppermint Digital’s very own Ben Martin). Complete with a bleached-wood bar, thatched roof, palm trees and rhythmic island music, the vibe was definitely more Indian Ocean beach paradise, than mid-winter Midlands freeze.
Island Cuisine’s founder, Ronnie Albert, revelled in his role as showman and wowed crowds with regular cooking demonstrations. Seychelles-born Ronnie, who came to the UK in 1997, has cooked for the likes of Jennifer Aniston, Brad Pitt and Catherine Zeta-Jones – and if it’s good enough for them…
Wednesday and Thursday were press days, with the team meeting a raft of contacts, including journalists from BBC Good Food, BBC Easy Cook, Chaat!, Choice and Candis magazine. Celebrity chefs, such as James Martin and Shelina Permalloo, also ventured on the stand to experience Island Cuisine first-hand. Mauritian Shelina, who scooped Masterchef’s 2012 title, even took to Twitter later that day to express her love for the brand.
At 6pm on Sunday evening, a claxon brought the BBC Good Food Show to a resounding close. It was time to pack up our island paradise and head back north.
The team looked back on a job well done – the brand successfully accosted the taste buds of approximately 20,000 key consumers (as well as capturing their data), secured press coverage in major titles, earned endorsements from celebrity chefs and firmly put itself on the food map.

If you’re looking for PR in Birmingham or anywhere across the UK, contact us today.