Animae Restaurant, San Diego
Public Relations, Chef Profiles, VIP and Tastemaker Hosting

GOAL: Timed with Animae’s appointment of Executive Chef Tara Monsod, longtime client Puffer Malarkey Collective brought Katalyst in to share her story and showcase her approach to food, which includes a menu that is a personal reflection of her upbringing as a first-generation Filipino-American. Katalyst was tasked with positioning cuisine that is often thought of as street food, juxtaposed in a luxurious restaurant space. Specific goals for Animae include targeting coveted media outlets such as Bon Appetit, Food & Wine, and Eater with compelling pitch angles sharing Chef Tara’s influence at Animae, her place in the larger national culinary scene, and intentional involvement in the local and regional communities. A secondary goal is hosting VIPs and tastemakers in arts, entertainment, fashion and pop-culture to increase general brand awareness.

STRATEGY: Crafting messaging that speaks to Tara’s expertise, and the luxurious backdrop of Animae, Katalyst established a consistent line of communication and interest both nationally and locally. Developing timely and intentional pitch angles we shared insights into Animae’s design and exceptional culinary offerings. Relying on the agency’s strong media relationships and knowledge of the culinary, culture and entertainment industry Katalyst developed a list of hosting targets that built buzz around the restaurant.

RESULT: Recently nominated Best Chef - California by the James Beard Foundation, Chef Tara and Animae have been featured in outlets like Conde Nast Traveler, Eater, Food & Wine, Forbes, The Infatuation, HuffPost, Real Simple, The Kitchn, Men’s Journal, Thrillist, San Diego Magazine, The San Diego Union Tribune and others. Animae has been recognized with Michelin Plate honors and an Eater Award for Best Reinvention. Additionally, VIP hostings include, Alicia Keys, Simu Liu, Fly by Jing’s Jing Gao, The Caker’s Jordan Rondel and Natasha Pickowicz.