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CREATE CELEBRITY CHEF

Raise Profile of EMM Group Chef's 

TACTICS:

Pitch Pastry Chef Thiago Silva's celebrity cakes only used at private events to expose culinary skills

Pitch Chef Hung Huynh and Thiago to live TV segments

Nominate Thiago for Under 30 Awards

Host a private "sushi school" event with Chef Hung for top-tier media to gain awareness of new downtown project, The General

RESULTS:

Food & Wine covered Thiago's cake sketches in a 14 page slideshow

Thiago earned spot on Zagat's 30 Under 30 list

Thiago's desserts included in New York Post, CBS New York, NBC New York Live

Chef Hung appeared on Today Show, Serious Eats and Shape.com