Here are some ideas.
1. Aiming at corporates? Try targeting HR Managers or owner/managers directly; post on forums weekly/monthly there is also the CIPD chartered Ins. of Personnel Development options include a) sponsored link on website £40 pcm for 6 months approx pricing...; Events listing - £350 per insertion/£1,000 4 insertions; Online advertorial £2,000. Or a daily e-newsletter (Media pack attached).
2. Also, focus the brief: it might help to identify key sectors to target more effectively - e.g. Marketing, finance, retail. CIPD may be able to help with this otherwise it is list research and identifying (Internet based). Consumers as well - Facebook groups; Business - LinkedIn. You could try solo ads for Facebook which now enables you to specifically target individuals (make sure you pick a reputable advertiser to go with - I can recommend).
3. Affiliate programmes ask Market Researchers, Brand agencies and Digital Agencies to partner where they are running internet communications programmes for clients; they work with big brand leaders or agencies where they run big consumer facing accounts for household brands.
4. Social Media weekly/monthly updates would help but I think that there would have to be an incentive to follow and retweet, such as a discount or a competition. Set up LinkedIn page, join groups and update with info on a monthly basis. Set up FB page; link your current database to direct emails out to launch and then drive up interest via promotion on your FB page.
5. Suggest rolling out seasonal promotions via social media - e.g. Christmas cookery lessons in the run up to December, 'Low fat food' in January'. Jean Christophe Novelli (a client) produced recipes for schools using Bel cheeses. Good PR for you. Also do a launch press release and distribute to Google news and others.
6. Another idea is to tap into the whole CSR agenda, which would involve focussing on sustainable, healthy foods. This might be something that the big retailers/employers could buy into as a means to maintain a healthy, happy workforce. Use for PR menu selection, foods, costs, healthy outcomes, evidence chat, blog and PR to promote campaign.
7. Also, it's worth considering the big contract caterers 'Aramark, Baxter Story, Elior, Compass Group' as they are often looking at high profile chefs to work with their developments chefs. Contact direct, establish relationship, meet, offer etc.
8. Launch with press release and set up with interviews; follow up with further updates on press releases aim to get in some of the vertical magazines such as Retail Week and also generic ones Hotel and Caterer but also Marketing magazine with focus on healthy eating etc. and get in regional media (to launch the service take the mobile kitchen out to an industrial estate or large City centre for the day and offer health food lunches to local workforces who usually go out to the burger vans; film the event for You Tube, invite local media as photo opp) also do something with Local Council large numbers of employees and get the Council to endorse the whole idea.
9. Red team/Blue team as an idea for the format of the day? Photo opp for press release, video clips after the event to use in promotional material.
10. Package up the brand for corporates so they can clearly identify proposition, benefits, outcome (may need adaptation of logo/special branding and packaging of material and also a dedicated micro-site) SEO - add in SEO keywords.
11. Offer an expert who can get involved on the day with one of the exercises as part of the package deal so they can see how it links back to business/consumers e.g. a well-known 'face' like Delia Smith that you could get involved in the launch day promotion.
12. Use a blogging system to shortcut SEO - I use one ranked in top 500 so you can rank quickly on page one of Google for some selected keyword terms. I can let you know more on this if you are interested.
