Timed with Animae’s appointment of Executive Chef Tara Monsod, longtime client Puffer Malarkey Collective brought Katalyst in to share Tara’s story and showcase her approach to food. Katalyst was tasked with contextualizing the juxtaposition of Tara’s upbringing as a first-generation Filipino-American in Animae’s luxurious dining room, reframing a cuisine that, in the US, is often thought of as street food. Specific goals for Animae included coverage in coveted media outlets such as Bon Appetit, Food & Wine, and Eater. A secondary goal is hosting VIPs and tastemakers in arts, entertainment, fashion and pop-culture to increase general brand awareness.

Katalyst developed messaging, pitch angles, and partnership opportunities that spotlighted Chef Tara’s influence at Animae, her place in the larger national culinary scene, and intentional involvement in the local and regional communities. Sharing Tara’s expertise in recipe pitches, details about the restaurant’s opulent interiors with design outlets, and underscoring Animae’s role in the current culinary zeitgeist, Katalyst established a consistent line of communication and interest with both national and local media. 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.

Nominated Best Chef - California by the James Beard Foundation three years running, Chef Tara and Animae have been featured in outlets such as 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.