Launching ERRE & Urrechu Jakarta

Campaign Overview

ERRE & Urrechu Jakarta marked the celebrated Spanish chef Iñigo Urrechu’s debut in Asia, following acclaimed venues in Barcelona and Marbella. Bringing a Basque-inspired, live-fire culinary concept to Gran Meliá Jakarta, the restaurant was positioned as a high-profile addition to the city’s fine dining landscape. SCOP3 Group led a comprehensive pre-opening to launch campaign, blending media relations, a prestige-led grand opening event, and a continuous stream of social-first storytelling to build anticipation and trial among Jakarta’s premium diners, tastemakers, and top-tier media. The campaign highlighted both the authenticity of Basque culinary traditions and the innovation of live-fire cooking with tropical woods, positioning ERRE as Jakarta’s next destination restaurant.

Objective

The goal was to quickly establish ERRE & Urrechu as a premium culinary address and a unique new entrant in Jakarta’s competitive fine dining scene. The objectives were to secure high-quality media coverage across lifestyle, national, and F&B outlets, ensure visibility with high-net-worth audiences through luxury partners, and spark organic buzz via KOL collaborations and social amplification. By combining breadth of exposure with prestige-led positioning, the campaign aimed to build momentum from launch, ensuring strong discoverability, early bookings, and long-term relevance.

Conclusion & Results

The campaign delivered strong visibility and firmly positioned ERRE & Urrechu Jakarta as a distinctive player in the premium dining scene.

105 total exposures across print, online, and social platforms
Coverage in Kompas Weekend, Media Indonesia, Detik Food, DestinAsian (SEA), and PRESTIGE Indonesia
IDR 3.14B earned PR value and IDR 9.43B international PR value
KOL and media content, including Koko Kuliner with 124K views, amplified reach and sustained momentum
Established ERRE & Urrechu as a unique Basque live-fire concept and laid foundations for ongoing seasonal narratives