Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?
As a BIPOC woman-owned and led bespoke modern communications house—Modern Currency Public Relations embraces authentic allyship through its diverse and distinctive client campaigns in the hospitality and luxury travel space. As an agency proud to represent a roster of highly specialized clients that uphold responsible tourism, inclusivity, and diversity in their day-to-day practices and brand DNA, Modern Currency played an instrumental communications and advocacy role in lifting the voices of Black culinary & travel writers across the U.S. market during the highly buzzed about PR launch campaign of Netflix’s emotionally charged and deeply evocative documentary series, High On The Hog.
From the global pandemic to the resurgence of social justice reform in America, this past year has proven to be a hinge point in our nation’s history as well as that of the world at large. The ripple effect of these epoch-making events soon became tidal waves as industries, including the hard-hit tourism & hospitality sectors, were consequently and uniquely affected.
Off the heels of such a tumultuous year filled with social justice reform in America, the powerful resurgence of the 'Black Lives Matter' civil rights movement, and long-overdue nationwide discussions, High On The Hog allowed for a retrospective look at the history through a new lens. As a nimble and globally-minded team, Modern Currency thoughtfully engaged in delicate discourse to place High On The Hog front and center in meaningful cultural and culinary conversations with national media and reporters, and further these critical dialogues by amplifying the voices, stories, perspectives, and lessons unearthed throughout the docu-series.
Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?
The global content platform, Netflix, entrusted Modern Currency to thoughtfully introduce a powerful new docu-series, High On The Hog, adapted from acclaimed food historian Dr. Jessica B. Harris’ now New York Times best-selling book. This fast-paced, high-impact, and deeply stirring 3-month PR campaign entailed strategic media navigation and thoughtful storytelling surrounding the highly charged topics of how slavery and racism has transformed American cuisine as we know it today, narrated by host Stephen Satterfield. The power was in the show’s re-framing of Black culinary excellence through historical facts, intentional imagery, and a cast of characters who are actively working to shift and expand the narrative—a fundamentally important story to tell in the context of the current political and social climate across our nation, which were brought to life with this campaign that was timed with real-life events pertaining to race relations and justice reform coinciding and colliding directly with the aftermath of the Derek Chauvin verdict.
Modern Currency’s PR thoughtfully engaged in meaningful discourses to bring High On The Hog into impactful culinary conversations with national media, and furthering critical dialogues by amplifying the voices, stories, perspectives, and lessons unearthed throughout the docu-series.
Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?
MCPR deployed a fast-paced and highly effective ROI-generating targeted national and regional feeder market media strategy, commencing with the navigation of a double-feature exclusive—a very rare occurrence in itself—with the New York Times, which generated two features that shaped the trajectory of the campaign. Embracing genuine allyship, MCPR advocated for the Black food media community to have the first take, taste, and opportunity to editorialize and celebrate this series to ensure that High On The Hog’s campaign coverage had resonance and held true to the series impetus – celebrating and lifting Black voices, and giving credit to stories, and culinary lineage that was long overdue.
Navigating a predominantly Caucasian-led media landscape, MCPR spoke on behalf of the series with vim and vigor to ensure that opportunities were created for deserving Black culinary and cultural writers who too often were overlooked, resulting in true advocacy and allyship for the Black food media community, including working directly to advocate for the first-ever bylines for a number of Black food writers in national outlets such as Condé Nast Traveler, and the New York Times.MCPR utilized these two key figures as the spokespeople for the show, as well as positioned the two L.A.-based Black female producers, Karis Jagger & Fabienne Toback as leading figures for bringing the series narrative to life. From the show’s driving mission to the individuals and talent involved in creating the series, High On The Hog received exceptional praise, ultimately resulting in an Emmy’s 2021 nomination for ‘Best Documentary’.
MCPR secured several other prominent in-depth features to shine a light on the impactful stories within High On The Hog. In the course of three months, MCPR garnered feature coverage in top-tier outlets including: Bloomberg News/Pursuits, Bon Appetit, Conde Nast Traveler, Cherry Bombe, Eater National, Forbes, Esquire, LA Times, NPR, Sunset, TODAY Show, VICE & WSJ.
Entry Title
MCPR x Netflix's High On The Hog
Division
Diversity Marketing: Campaign - Diversity Marketing: Integrated Campaign
Category
Diversity Marketing: Campaign