Burger restaurant Boo was new to the scene and its owners wanted to build brand recognition in the fast-casual dining market, initially at its debut site in Leicester, and drive footfall to its venue.
To build brand recognition for Boo we first established brand guidelines to keep the message consistent across all platforms. Utilising the trends that now drive consumer decisions, we recognised that Boo’s unique advantage was in its personal story – an independent, family-run business that uses local produce sourcing to unite Leicester’s diverse communities through great, fresh food.
To promote these key messages, we helped Boo to build a customer loyalty programme through online and in store data capture, and encouraged positive reviews by inviting local press along to sample the menu. We also engaged with foodie and lifestyle bloggers to encourage third party endorsement as well as outreaching to local businesses to boost lunchtime trade amongst city workers. To keep Boo’s social media channels regularly updated with delicious looking photos, we supplied Boo with a social media content plan which they then delivered.
We also recommended that Boo invest in social media advertising to strengthen and support the key messages promoted in the press. For this we created adverts targeted at three key audiences: students, parents and local workers looking for lunch.
The targeted activity brought some really positive results for Boo, including coverage in the four main media titles in the city, both on and offline publications, with a total readership of 69,317. The media titles also shared their reviews across social media which helped to build buzz for the restaurant.
We secured nine positive blogger reviews who provided added value by sharing their experience not only on their blogs, but multiple times via their social media channels with a combined following of 50,900 people.
The social media advertising performed well and was seen a total of 97,486 times by the target audience. The adverts also received a combined total of 94,486 impressions with the targeted parent demographic providing the highest results across the board.
Through media relations we were able to secure Boo a promotional opportunity at a John Lewis student event which got the Boo brand into the hands of over 1000 local students.