Jaguar SG wheels out 'heightened culinary experience' for its customers

Jaguar Singapore has collaborated with French fine-dining establishment Restaurant JAG in a year-long exclusive partnership to elevate the ownership experience of Jaguar customers. The culinary journey called “A Breed Apart Experience” comes months after the automotive brand launched a global brand campaign “A Breed Apart”.

Starting from April 2019, Jaguar customers will be hosted to specially curated and quarterly refreshed menu that reflects the Jaguar brand values. The culinary experience also includes a service-and-dine program, birthday perks, and other privileges at the French restaurant. Stamping its brand name on the menu and dishes, a media statement said customers can expect a pre-meal Jaguar cocktail, Jaguar logo-stamped butter and post-meal chocolates.

Speaking to Marketing, a Jaguar spokesperson said by having elements of the Jaguar brand at Restaurant JAG, the automotive brand will be able to reach out to new audiences who dine at the restaurant. The partnership between Jaguar and Restaurant JAG is worth approximately SG$25,000 and comprises of the Jaguar branding at the restaurant, 2-day restaurant buyout for media, customer and influencer event as well as agency fees.

In a bid to promote this partnership, the spokesperson said the media partners were the first to experience the concept, while rolling out social content and article coverage during and after the event. A row of Jaguar cars were also parked outside the Restaurant to strengthen the brand presence.

Apart from the media, Jaguar tapped on group of high-net worth individuals and influencers to promote the partnership to its target audience through word-of-mouth marketing. In addition, a dedicated eDM highlighting the owner benefits was sent out to communicate this partnership while the restaurant will be including the partnership in its monthly eNewsletter.

The spokesperson told Marketing that Jaguar aims to build greater brand loyalty among its group of customers and foster brand love. The automotive brand also looks for this loyalty to be reflected in a repurchase of another Jaguar and to generate word-of-mouth synergies.

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Helmed by Michelin-starred chef Jeremy Gillon, Restaurant JAG also stands by the values of creating a "heightened culinary experience" for its customers. As part of this partnership, the Jaguar Lifestyle Collection will be displayed in the restaurant. Patrons of the restaurant can shop luxury branded merchandise, inspired by Jaguar's racing heritage which also includes exclusive items available only at Restaurant JAG.