Broadsheet has partnered with Cat Amongst The Pigeons Wine in a brand partnership with food writer and critic Melissa Leong, curating bespoke one-off dining events in Sydney and Melbourne.
This is the second time the brands have collaborated, with a campaign objective to increase awareness of Cat Amongst The Pigeons Wine within the culinary space and cement the brand’s position as a premium wine brand.
Earlier this year, Broadsheet and Cat Amongst The Pigeons asked Leong to play matchmaker for a one-night-only event in Melbourne. The sell-out event featured Lee Ho Fook chef Victor Liong and Bar Lourinha’s Matt McConnell, blending their Spanish and Portuguese with Malay and Cantonese cuisine.
“Cat Amongst the Pigeons and Broadsheet came to me with a blank slate to create the kind of dining event I want,” she says.
“They let me curate who I wanted to work with, and I let the real talent do their best after that. My skill is in curation – theirs is everything else,” said Leong.
The two follow-up events feature new unpredictable chef and restaurant pairings, with Leong matching wines from Cat Amongst The Pigeons to the one-night-only menus. The dinners represent and bring to life the Cat Amongst the Pigeons brand DNA, which Leong says “Is all about surprise and juxtaposition, and I am all for that.”
The first event, at Sydney’s Palazzo Salato on November 14, pairs celebrated Sri Lankan chef and food writer O Tama Carey with Love Tilly Group’s Scott McComas-Williams. For the second, at Melbourne’s Hopper Joint on November 20, house chef Ronith Arlikatti cooks alongside the legendary Christine Manfield.
Broadsheet national sales and partnerships manager Claire Booth said, “Partnering with Cat Amongst The Pigeons for these bespoke dining events has been an incredible success. When we publish an event that sells out within 48 hours, it’s clear that we’re onto something special. This demonstrates Broadsheet’s power – bringing together unique experiences that resonate with our audience. We’re thrilled to continue this strong collaboration with Cat Amongst the Pigeons.”
Kristy Farrell, brand manager Cat Amongst The Pigeons, Pinnacle Drinks, said “Broadsheet are experts in bringing events to life and they have such an engaged audience, pairing that with Melissa Leong’s expertise in bringing together the perfect chefs and restaurants that are unexpected, plus our award winning wine allows customers to experience some sophisticated fun!”
Campaign credits
BROADSHEET
Claire Booth, National Sales & Partnerships Director
Nick Langley, Sales & Partnerships Manager
Chrissy Voss, Studio & Strategy Director
Julia Monaco, Senior Campaign Manager
Jessica Kirsopp, Senior Partnerships Manager
Ben Siero, Design Lead
CONTRIBUTORS
Melissa Leong
Palazzo Salato Team
Hopper Joint Team
O Tama Carey, Chef
Christine Manfield, Chef
CAT AMONGST THE PIGEONS
Kristy Farrell, Brand Manager, Cat Amongst The Pigeons
DENTSU CREATIVE PUBLIC RELATIONS
Madeleine Page, Business Director
Sarah Male, Senior Account Executive
CARAT
Melissa Ford, Senior Client Manager