Eleni’s Kitchen + Bar, Jimmy’s Deli & Cakes by Thierry
From cookbook launch to ongoing media visibility
Food & Hospitality PR Campaign
Eleftheria Amanatidis is the co-owner and driving force behind three Melbourne hospitality businesses: Eleni's Kitchen + Bar, Jimmy's Deli and Cakes by Thierry.
Eleftheria engaged Beyond & Above PR in early 2025 to support the launch of her debut cookbook, Ela na Fáme! (“Come and Eat”) — a celebration of Greek food, family and the three women who raised her.
The campaign quickly evolved into an ongoing strategy to build her personal profile and increase visibility for her three businesses across Melbourne's competitive dining landscape.
The Opportunity
Ela na Fáme! offered a powerful storytelling platform, capturing more than five decades of hospitality history in Yarraville and the Amanatidis family's deep connection to their community.
At just 28 at the time of the campaign, Eleftheria was already leading a multi-venue hospitality business built on generations of Greek tradition. The cookbook launch offered the perfect moment to leverage that story and position her as a leading voice in Melbourne's Greek dining scene.
PR Strategy
Initially, the focus was on launching Ela na Fáme! and creating a concentrated moment of media attention around Eleftheria’s story. This included a launch event at Eleni’s Kitchen attended by 70 journalists, influencers and community leaders, supported by targeted editorial pitching for news articles, recipe extracts, profiles and feature stories.
Following the launch, the strategy shifted to leveraging that attention to build ongoing media visibility for Eleftheria’s businesses. This included pitching for feature articles, “best of” lists and seasonal dining roundups, along with podcast interviews, hosted media visits and thought-leadership opportunities.
PR Results
Extensive coverage across major Australian food, lifestyle and hospitality media:
Digital: Broadsheet, Good Food, Concrete Playground, Time Out, The Urban List, Sitchu, Hospitality Magazine, SHE DEFINED, Onya Magazine, The Write Drop, The Greek Herald, Neos Kosmos
Print: Good Food (The Age), Sunday Life, Herald Sun Weekend (Delicious), Star Weekly, The Westsider
TV & Radio: Travel Oz (Seven Two), 3RRR Eat It, 3MP Relish, Sounds Good with Donna DeMaio, Conversation with a Chef, That Food & Wine Show
Media Coverage Highlights
The Impact
What began as a cookbook launch evolved into a long-term brand-building strategy. Eleftheria is now positioned not only as a restaurateur and cookbook author, but as one of Melbourne's most exciting young voices in Greek food culture — with sustained media attention across all three of her businesses.
Eleftheria Amanatidis, Co-owner of Eleni’s Kitchen + Bar, Jimmy’s Deli & Cakes by Thierry; Author of Ela na Fáme! (“Come and Eat”)
“I cannot speak highly enough of Julia. From the first time I met her, she made me feel at ease, like a trusted old friend. Her sincerity, warmth and encouragement gave me such confidence as she supported me with PR for my cookbook launch and the ongoing profile-raising of my three hospitality businesses. Add to that her results-driven focus and you have the champion of your brand and reputation that you have always been looking for!”
