Peter Goossens x BK Cookware

2026 equals a big year for Michelin starred chef Peter Goossens. In May he launched his cookware collection (created from scratch) with Dutch cookware brand BK and his first cookbook in over 15 years! We assisted with event management, press relations and influencer marketing.

We started by sending out a save the date to selected press together with a teaser of the upcoming new collection. Journalists were alerted to keep the date of the event free in their agenda for exclusive interviews and a first peek at the cookware collection. This created buzz and anticipation among journalists.

We followed up with the full press file with all imagery and information a few weeks later, so journalists could start writing their pieces or prepare interviews. This enabled us to have strong coverage going live together with the official launch of the collection.

For the launch event we reserved exclusive spots for media in the afternoon. We set up several interviews with Peter Goossens talking about his collection and his cookbook, while serving a few selected dishes from the book.

In the evening we invited friends & family, BK clients, influencers, celebrities and chefs to come and celebrate Peter’s accomplishments.

The launch event made sure we connected with BK clients who need to sell the collection, influencers to push the online narrative and chefs who create extra authenticity and notority.

We used our extensive knowledge of the media landscape in Belgium to personally pitch the story to several media outlets, resulting in a big media coverage that lasted through April, May and June making it big news that everyone heard of.

Results:

• +25 clippings
• Reach: 9.854.198
• Media Value: €319.966,70

Next steps: keep the buzz alive with influencer partnerships in Summer. Stay tuned!