Showcasing TU Dublin’s Culinary Excellence: Where Stars Are Made
For 85 years, TU Dublin has been at the heart of Ireland’s culinary tradition, shaping the chefs, innovators, and food leaders of tomorrow. This February, as the Michelin Star Awards take place in Dublin for the first time, TU Dublin is seizing the moment to showcase its rich heritage, world-class teaching, and exceptional alumni with an integrated marketing communications campaign.
In the first element of the campaign, and in a true celebration of practice-based learning, TU Dublin’s 3rd-Year BA in Culinary Arts Honours students devised, cooked, and served a special dinner, bringing the culinary school’s excellence to life. Food and lifestyle media, along with Michelin-starred alumni and food influencers, were invited to experience firsthand the creativity and skill of TU Dublin’s next generation of chefs. The event not only highlighted the university’s heritage at Cathal Brugha Street but also raised the profile of the School of Culinary Arts and Food Technology to a wide and influential audience.
During the campaign, TU Dublin will also partner with RTE’s Today Show, Ireland’s most popular afternoon chat show, reaching 305,000 daily viewers and 2 million monthly on social. Across segments airing on 4th, 5th, and 16th February, current students, lecturers, and celebrated alumni, including two Michelin Star holder Ahmet Dede, will share their experiences at TU Dublin, demonstrating the university’s commitment to practice-based learning. Complementing this, RTE.ie will feature four native articles starting on 9th February, coinciding with the Michelin Star Awards ceremony in Dublin.
The University’s Brand & Marketing team will also amplify the story across social media with five high-quality 60-second videos on Meta, YouTube, and TikTok, projected to reach nearly 800,000 viewers. These videos will highlight students, practice-based learning, and alumni achievements, reinforcing the message: this is where food heroes are made. On the night of the Michelin awards, TU Dublin will also post and tag award-winning restaurants with alumni connections, truly “owning the moment.”
