PR / Social Media / Integrated / Influencer Marketing
Launch TRU, a new feel good food and specialty coffee café and help make it a destination for commuters, office workers and students in London’s Holborn district.
An integrated consumer launch campaign targeting key consumers on food-to-go and coffee missions in close proximity to the café.
To cut through and stand-out with promiscuous and time-poor consumers in the incredibly crowded food to go and café market, our campaign used multiple consumer touchpoints to disrupt, drive trial and encourage repeat visits.
Brand ambassador outreach & sampling
Having carefully mapped out key offices, universities and commuter locations near to the café we unleashed our skilled team of brand ambassadors to engage and educate consumers about TRU. Complete with branded uniforms, mobile trike, promotional materials and all-important samples, our team created positive disruption and directly drove footfall into the café at key times throughout the day.
Engaging media was a key part of our strategy to announce the arrival of TRU on the high street. With new food concepts opening every day in London and knowing that time-poor journalists are finding it more challenging than ever to attend launch events and parties, we offered journalists the opportunity to pop into TRU at a time of their choosing and have lunch on us (who said there was no such thing as a free lunch or a free specialty coffee for that matter!). Many key journalists who visited the café took to social media to share their experience and spread the word with their followers and media colleagues. Giving journalists freedom to pop in and being confident in our offering was a strategy that clearly paid off, with some great pieces of editorial coverage and high levels of engagement achieved.
Building social media from scratch was a challenge we TRUly relished. We developed the strategy, set up the accounts, determined tone of voice, created the content, managed and built the community, implemented paid promotions and put in place robust measurements and analytics. Also, with our social media team working from the café throughout the launch period we could react in the moment with some beautiful content posted and achieving positive engagement with both staff and customers.
Working with notable foodie influencers formed another piece of the master launch plan. We invited them to visit (again at a time of their choosing) and experience TRU at its best. This type of authentic UGC is invaluable and incredibly powerful especially when established a new café in the heart of London. And it paid off.