Ricardo Media looks to PR to promote English print mag

Bicom Communications will handle media and influencer relations to build awareness

October 27, 2016

Bicom Communications has been hired by Ricardo Media to promote the English-language version of Ricardo magazine.

The agency has been tasked with building Ricardo Media’s brand awareness in English Canada through a complete PR plan that includes traditional media relations and influencer outreach. The English edition of Ricardo launched in 2014 while the French version got its start in 2002.

While the French language version of RicardoCuisine.com has more than 1.7 million unique visitors a month, while the English version of the site has more than 195,000 unique visitors monthly, according to the magazine’s latest media kit. Both sites include more than 5,000 recipes and hundreds of how-to videos.

Ricardo Larrivée, the chef and namesake behind the brand, will be a core part of the communication plan. The plan will also include the latest recipes from the English magazine and promote the importance of cooking and eating as a family.

To better understand its readers, Ricardo Media hired Léger Marketing earlier this year to survey 3,150 Canadians about their eating habits. Among its findings: 72% of Canadians eat breakfast almost every day, dinner decision-making usually occurs between 4 and 5 p.m., and 19% say chocolate is their guilty pleasure,

Ricardo has also created a line of kitchen accessories that is sold in over 600 stores from coast-to- coast. In addition, the chef also has a wine label, Larrivée Vins du Monde, that is sold only in Quebec, with varieties from South Africa, Spain and France.

Bicom has offices in Montreal and Toronto and offers public relations, influencer marketing, event production and social media.