Influencer Relations: Fazoli’s Local Menu Launch

Generate awareness of Fazoli’s new completely clean menu in select local markets.

Drive existing and new customers to try Fazoli’s new clean menu.

  • Solution

    Fish determined the best way to drive consumers to try the new menu was to promote through local earned media and local foodie influencers in their community.

    Fish developed a hyper-local media relations strategy for each market to secure local print / television coverage and restaurant tours over a three-month period.

    Fish worked to identify over 30 digital influencers and coordinated their restaurant visits to experience the artificial ingredient-free menu.

    The agency collaborated with the internal corporate communications team, operations and franchisees. No other agency partners involved.

  • Results

    Garnered over 35 local print and broadcast placements across nine markets (i.e., Wisconsin, Indiana, Kentucky), equaling 50+ million impressions.

    380 pieces of content created by digital influencers during a two-month period, resulting in 278 million impressions and 42,000 social media and blog engagements.

    Content about the new clean menu received 29,000 likes, 1,200 comments and 10,300 shares/repins/retweets across Facebook, Twitter, Pintrest and Instagram.