Slim Chickens: Life Changing Chicken

The Challenge

To raise awareness of the new Slim Chickens restaurant opening in Grand Central, Birmingham.

Specifically, we were tasked with creating buzz locally, as well as encouraging trial of the brand’s ‘life-changing chicken’ – ultimately driving footfall and sales.

 

The Idea

To meet the campaign objectives, we recommended a three-phase launch plan including:

  • Pre-opening awareness and sampling activity in a central Birmingham location
  • A VIP press and influencer lunch/official launch party
  • Post event activity, including individual influencer reviews

All activity was underpinned with proactive and reactive press office support.

 

The Results

  • All told, more than 50 VIPs and influencers attended two events
  • Against a target of 25 pieces of coverage, we smashed it with 75
  • 54% of coverage was in in tier one media, with five pieces in the Birmingham Mail/Birmingham Live alone, including a full-page in the print edition
  • 47% of coverage included backlinks from high DA sites
  • 97% included product or restaurant imagery
  • 94% included key brand messages
  • Thanks to all of the above, this was the most successful Slim Chickens UK opening ever – in terms of both footfall and sales