This year-long project, backed by Malaysia’s External Trade Development Corporation (MATRADE), saw Sauce join forces with experiential/marketing agency Whynot! to execute a fully integrated, high profile campaign to raise awareness of Malaysian cuisine across the UK.  Sauce created a calendar of events and supported these with extensive editorial and broadcast including the series Atul’s Spice Kitchen: Malaysia with Michelin-starred chef Atul Kochhar. We secured Rick Stein as ambassador, who opened Taste of London 2010 where Malaysia Kitchen was the headline sponsor  and also ran two press trips with key national and glossy titles which resulted in coverage in Telegraph Weekend, The Independent, Guardian Online, Bella and several other titles.