The campaign to promote Birmingham as the nation's food capital has landed media coverage worth the equivalent of £2.75 million, organisers say.
The £300,000 Birmingham Bites initiative has been running for six months.
Marketing Birmingham, which is running the campaign, worked out the total as the value the media coverage would have cost if it had been paid for as advertising.
Dave Hudson, marketing director for Marketing Birmingham, said: "Half of this coverage has been TV and radio with an equal split between between regional and national coverage."
He said high profile new restaurant, bar and hotel openings, themed events at foodhalls and gourmet food markets had increased the buzz around Birmingham's food scene and given high levels of national newspaper and magazine coverage for Birmingham Bites.
He added: "This is vital to push our city's reputation as a culinary capital forward."
Events this summer include the BBC Summer Food Festival at the NEC in May, a chef cook off as part of Chicago Week in June and Taste Birmingham in Cannon Hill Park in July."
The drive comes as Marketing Birmingham has completed its ten strong marketing team.
Lydia Alden has joined, as the organisation's second campaigns manager, from the marketing team at Barclays Bank.
Chief Executive Neil Rami said: "This new team plays an intrinsic part in shaping the image and perceptions of the city, to the general public, city players and the media."
Marketing Birmingham has already announced it will launch of a series of creative lifestyle campaigns -starting with Birmingham Bites - to run concurrently into 2008.