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31 August 2023 / News

The Luxury Food Collective Partners with Jaywing to Launch Culinary Marketplace


Jaywing has partnered with CEO and culinary expert, Peter Ahye, to support the launch of his new venture, The Luxury Food Collective.

The Yorkshire-based online luxury food and drink store, which launched three weeks ago, aims to bridge the gap between food enthusiasts, growers and family-owned enterprises.

Featuring a launch portfolio of over 500 products, most of which are exclusively available at The Luxury Food Collective, the company brings together small, independent producers across France, Italy, Spain and the UK. The venture will allow UK consumers to access products that were previously only available from exclusive establishments, including 5-star hotels and Michelin-starred eateries. 

The collaboration between Ahye’s new company and Jaywing encompasses targeted PR campaigns, paid media, and creative to strategically build brand visibility and drive ecommerce growth. The agency will also use its propriety AI-powered PPC bid management software, Decision, to optimise The Luxury Food Collective's advertising spend and boost exposure to the target audience.

As 61% of “affluent foodies” state trustworthiness of a brand is “very important” (YouGov Brand Profiles), the strategy will focus on delivering honest and authentic creative across all marketing activity to reinforce the company’s passion for quality production and foster a rapport with the audience.

Peter Ahye, CEO of The Luxury Food Collective, says

“The venture was born from a passion for exquisite food and drink that explored the culinary experience as an art form instead of just a necessity. Jaywing's data-led performance marketing approach made them a natural partner for us, allowing us to launch the brand with strategic marketing decisions rooted in concrete insights. Following a successful launch, we're excited to expand our reach and offerings, especially as we move closer to peak trading in November and December.”

Liam McNally, Commercial Director at Jaywing, says

“Collaborating with The Luxury Food Collective on their launch journey has been a really exciting experience. Our shared goal is to merge our data-driven marketing and AI expertise with their culinary passion, delivering impactful performance activity that truly stands out and drives business growth."