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.
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.
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.