April 1, 2011
Lexus is teaming up with six of the world’s most distinguished chefs as the automaker unveils its first culinary effort convening April 28-May 1 at the 4th Annual Pebble Beach Food & Wine festival in California.
The culinary team will partner with the Japanese-owned automaker on multiple initiatives, such as Lexus customer appreciation programs, charitable outreach and multimedia products.
“Lexus has a well-established history of aligning with premier food and wine events, auctions, associations and institutions,” said Nancy Hubbell, prestige communications manager at Lexus, Torrance, CA. “However, partnering with this extraordinary group of chefs is an entirely new and fresh approach.
“This is really the first time that a luxury automotive brand has created an advisory team of some of the world’s most celebrated chefs to create a multi-platform program, including everything from owner benefits and event sponsorships, to entertainment and philanthropic endeavors,” she said.
Lots cooking
To market the event, the automaker will be using a variety of communication methods including social media, advertising, event sponsorships, philanthropic endeavors and owner communication, per Ms. Hubbell.
The Pebble Beach Wine & Food event has a dedicated Facebook page which updates consumers on the most recent news concerning the event.
For example, there is a post on the Facebook page announcing the full event line-up. The Pebble Beach Wine & Food Facebook page has almost 2,000 "likes."
Pebble Beach Food & Wine announcement via Facebook
Lexus is the premier sponsor of the Pebble Beach Wine & Food event. The four-day celebration brings together more than 70 chefs and 250 acclaimed wineries and winemakers from around the world.
The event features cooking demonstrations led by the chefs and wine tastings from wine producers.
The Lexus culinary masters lineup includes Daniel Boulud, chef and owner of several restaurants, including Daniel in New York; Michael Chiarello, chef and owner of Bottega in Napa Valley, CA; and Dean Fearing, chef and partner of Fearing’s Restaurant at the Ritz-Carlton, Dallas.
Also participating are Christopher Kostow, executive chef at The Restaurant at Meadowood at the Meadowood Resort in Napa Valley, CA; Masaharu Morimoto, chef and owner of Morimoto restaurants; and Michael Symon, chef and owner of several restaurants, including Lola Bistro in Cleveland, OH.
Lexus' master chefs
More fizz
In addition to preparing small bites inspired by particular tastes, the six chefs will entertain event attendees at "Lexus Presents – Taste Perfection with Louis Roederer Cristal" at 10 a.m. PT on April 29.
Louis Roederer is a producer of Champagne headquartered in Reims, France.
Lexus will present an initiative that combines fine dining with pop culture. At the "Lexus Remix: A New Spin on Haute Cuisine with Champagne Krug," guests will dine on the Lexus Culinary Masters-prepared dishes with Krug’s Champagne pairings and music from Danny Masterson.
The automaker will sponsor other Pebble Beach Food & Wine events such as the Lexus "Chef’s Table Lunch" and two Lexus Grand Tasting events.
“We know epicurean pursuits are a passion point for our customers, so we look forward to working with these chefs on innovative programs that appeal to this food-focused audience,” Ms. Hubbell said.
“For the chefs, they are excited about partnering with a luxury brand that resonates with their customers, working with some of the best in the culinary field and helping to help influence and shape some pretty exciting lifestyle programs for the epicurean community," she said.
Final take
A culinary effort for Lexus
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