CKP’s research and recommendations highlighted two specific marketing opportunities to exploit: the new brunch menu, which changed on a weekly basis and required an experiential pitch angle; and summer traffic in the restaurant, which has traditionally been lower than in the spring and fall. Additionally, although the general public was the main target audience for The Grove, the client had specific interest in local young professionals and couples aged 25 to 45.

CAMPAIGN GOALS

• Create awareness on a minimal budget using select influencer marketing engagement
• Bring attention to menu items and dining events, and increase sales and traffic to the restaurant
• Market a 10-year-old restaurant in a refreshed way through messaging and imagery that would resonate with target audiences
• Growth in restaurant sales year over year for the reporting period

We created two influencer campaigns. The first involved identification and engagement of select lifestyle and food influencers to sample offerings and share images and information with their followers for ongoing awareness of lunch, dinner, happy hour and brunch. The second involved two influencers for a social media channels takeover during a summer series called “Tree House Happy Hour.” The influencers posted about the event, attended, and took their own images to share on their channels and The Grove’s.

The influencer campaigns were complemented by a media relations push that included a robust digital media kit with beautiful photography and video produced by our Creative Services team. The shot list included elements that would convey the experience of the event, including the ambiance, beautifully arranged food, fresh cocktails, and lifestyle vignettes.

The ultimate objective of this campaign was increased sales for the restaurant. Results showed a 28% growth in sales year-over-year for the reporting period, which was more than five times the national average for competitive full-service restaurants.