Aubergine

Leeds-based PR and content agency Aubergine has been credited with helping a Japanese restaurant in the city increase its reach and hit month-on-month targets once again.

Maki & Ramen Leeds appointed Aubergine in the summer of 2025, briefing the team of food and restaurant PR experts and former journalists to generate awareness and increase reach. 

In the space of just two weeks from being commissioned, the agency developed a “quick win” PR and social media strategy that would really put the restaurant on the map. 

They worked alongside Sophie Wang, Maki & Ramen’s Executive Chef, to create a limited-edition Yorkshire Day mash-up menu. This featured the likes of; Yorkshire Tea Iced Matcha, Sunday Roast Ramen (complete with Yorkshire Pudding for dipping) and a Builder’s Brew Crème Brûlée. 

The creative campaign captured the imagination of both regional and national media, generating 30 pieces of coverage and reaching a combined audience of 3.2 million people. BBC Radio Leeds invited Sophie into the studio where the presenter tried the dishes, The Hoot created a viral Instagram video and accompanying blog to find out what the Sunday Roast Ramen tasted like and coverage also appeared in the likes of The Yorkshire Post and MSN.

Rebecca Cuthbertonson, Marketing Manager at Makin & Ramen, said: “We are absolutely thrilled with the PR and social media impact generated by Aubergine’s Yorkshire Day campaign. Our Leeds site is now hitting targets week on week which is amazing and I definitely credit the agency with helping us achieve this.”

Emma Gardner, Co-Founder of Aubergine and former BBC and Channel 4 News journalist, said: “When it comes to standing out in Leeds’ bustling food scene, sometimes it takes a bold, playful PR idea to really capture the media’s attention. I’m really proud that with our journalistic “nose for news” we managed to come up with something really unique that turned journalists’ heads - and ultimately, translated into an increase in people visiting Maki & Ramen.”

Aubergine is led by former journalists Emma Gardner and Verity Clarke who specialise in food, tech, health and sustainability PR and social media. The team works as a remote agency across the UK, blending sharp media instincts with creative campaigns that drive real results. Their clients include Harewood House, who appointed Aubergine to run their press office on an ongoing basis, gut health brand AxisBiotix as well as food brands All the Aunties and JUX Food.