Cameron Mitchell Restaurants

Grillin' and Chillin' at El Segundo Mexican Kitchen

The Project

As part of the media outreach efforts to promote Cameron Mitchell Restaurants’ El Segundo Mexican Kitchen in its first year of opening, Inspire PR Group secured a taped demonstration and interview with WCMH-TV for “Grillin’ and Chillin’ with Matt and Monica”. The interactive broadcast piece included engaging demos in the El Segundo kitchen and behind the bar, giving viewers an inside look at popular menu items and tips to replicate the dishes at home. The segment had three main objectives – raising overall awareness for the El Segundo and CMR brands, positioning CMR experts as thought leaders for grilling and mixology tips and highlighting the lighthearted nature of both anchors and overall brand personality.

The segment was planned in conjunction with the CMR team and NBC4 team. The idea began organically during a conversation with Monica, where she shared her idea and Inspire built out a plan to include El Segundo in her pitch to producers. Inspire also drafted a thorough media briefing with talking points for company representatives to prepare them for the level of interactivity within the segment and ensure CMR’s key messages were incorporated into the conversation.

Because the segment was grown out of a personal interest of Matt and Monica to learn how to grill, a significant aspect of this project was the level of interactivity between the demonstrators and hosts. Both hosts admitted they didn’t have much experience cooking and grilling, which enhanced the educational aspect of the segment. Inspire worked with the CMR team to identify the ideal food and beverage items to highlight during the segment, tailoring the dishes to each anchors’ individual tastes.

The Results

The “Grillin’ and Chillin’ with Matt and Monica” segment received 33,392 broadcast viewers and 788,876 online viewers, totaling around 825,000 impressions. In addition, Inspire was able to deepen relationships with the anchors, resulting in future placements for Inspire’s restaurant clients. The anchors had a great experience being CMR chefs and mixologists for the day, and the content reflects their positive attitudes towards El Segundo. The concept has been a strong performer for CMR in its first year and consistently sees a good crowd and high number of reservations.