Annie Chun's - National Exposure Campaign


Annie Chun’s, the leading producer of all-natural, gourmet Pan-Asian foods, tasked Havas Formula with driving increased awareness and national exposure for its products, including noodles, signature sauces, soups, seaweed snacks, rice and meal starters. 


Recognizing the power of third-party endorsements in building credibility for a brand, Havas Formula engaged Chef Dale Talde of Bravo’s Emmy award-winning series Top Chef as Annie Chun’s spokesperson. This ongoing, eight-month partnership gave the brand much-needed lift, and became the cornerstone of our media relations program.


  • Engage Chef Dale to develop signature recipes featuring key company products
  • Orchestrate exclusive cocktail party at chic rooftop venue in NYC for top-tier media to meet Chef Dale and experience his Annie Chun’s creations first-hand
  • Conduct media webinar, during which Chef Dale shared unique holiday recipes and insight into preparing for holiday meals
  • Have Chef Dale host private media lunches highlighting the easy preparation and convenience of Annie Chun’s foods
  • Leverage him as spokesperson for ongoing national and regional media interviews
  • Feature direct engagement between Chef Dale and brand fans on the Annie Chun’s Facebook page


  • Leveraged Chef Dale’s notoriety to secure media interest in Annie Chun’s beyond its products and build overall credibility for the brand
  • More than 25 top-tier press and high-profile nutritionists attended media event, including Good Morning America, FoodTV, Shape, iVillage, kiwi and Vital Juice
  • Webinar attracted 12 participants, including, SeriousEats,, Fit & Fab Living, and
  • Chef Dale host private lunches with Men’s Health, Woman’s Day and Health, among others
  • Generated media coverage in top national outlets including Every Day with Rachael Ray, Health, Good Day New York, and Yum Sugar, resulting in more than 5 million gross impressions

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
Los Angeles
810 Parkview Drive N
El Segundo
San Diego
1215 Cushman Ave
San Diego

Jump To




© 2015 Formula

All Rights Reserved