Building connection—in more ways than one! From concept to execution, Birchall & Associates orchestrated a live, exclusive virtual launch event for Breville’s first smart, connected countertop oven, the Breville Joule™ Oven Air Fryer Pro, working closely with the marketing teams at Breville Canada and ChefSteps. The event welcomed close to 50 high-profile guests including prominent media, influencers, and VIP consumers. Hosted by Chef Grant Crilly and Guest Host and Tech Expert, Amber Mac, the event invited attendees to a highly-engaging virtual intro session and cook-along, showcasing the new technology. Guest received customized meal kids in advance and were able to share reactions and feedback in real time via a live chat feed with the Breville team throughout the event.  Media coverage garnered through direct efforts from the launch event resulted in an outstanding reach of over 70 million across 300+ media hits through various outlets, including television segments and 2 national media tours. The coverage was complemented by a long-term influencer campaign, which gave wider exposure to the Joule™ Oven Air Fryer Pro through social media channels and influencer partners in the food, tech, and lifestyle categories.  A results-driven strategy combined with strategic relationships that Birchall & Associates continues to cultivate and nurture was integral to the exceptional engagement & succuss of the Joule™ Oven’s launch activities & campaign.