Helen Turnbull is one of New Zealand's leading culinary voices. Her Kāpiti restaurant, 50-50, has become one of the country's most celebrated regional dining destinations and was selected in the inaugural Michelin Guide New Zealand, with Helen the guide's only female restaurant owner and sole chef.
Since late 2025, we've worked alongside Helen to build her profile beyond the kitchen, sharing the story of 50-50, showcasing her perspective on the hospitality industry and positioning both the restaurant and Kāpiti as destinations worthy of national attention.
Great restaurants don't just need reviews - they need stories.
Our strategy centres on Helen. From her experience in Michelin-starred kitchens and her unique perspective to commentary on food trends, restaurant economics and regional hospitality, we've positioned her as a trusted voice that journalists return to time and again.
When Michelin arrived in New Zealand, we were ready. Rather than treating the recognition as a one-day announcement, we built a sustained media campaign around what it meant for Helen, 50-50, Kāpiti and the future of regional dining.
Helen has become one of New Zealand's recognised culinary commentators, with regular national media coverage extending well beyond restaurant reviews. The campaign has strengthened the reputation of both Helen and 50-50.
The Michelin announcement became the catalyst for a broader storytelling campaign that continues to build awareness, credibility and influence for both the restaurant and its founder.
