Hitting the ground running with new client Giggling Squid, the team kicked off the year with media coverage that delivered on the restaurant chain’s key messaging and USPs.Putting the focus on Giggling Squid’s true Thai spirit, relaxing atmosphere and emphasis on guest happiness, our Thai January campaign helped turn New Year frowns upside down, cementing an ownable narrative for Giggling Squid that centred on laughter and happiness.
As the restaurant chain is rooted from the ‘land of smiles’, we commissioned research to support the story around January being no laughing matter as sunny smiles hit at an all-time low after the festive period.
Using this hook to highlight the mood-boosting menu available at Giggling Squid, and to showcase the free starter offer available at select restaurants across January, we put the joy back in the moodiest month of the year, driving authentic messaging in line with the brand’s key USPs.
With activity including the send out of bespoke mailers to 10 key press featuring personalised chopsticks, the mood-boosting menu and the offer of a complimentary meal for two, the relevant and topical hook saw the team land 21 pieces of coverage, nearly doubling the activity KPI.
Driving further fame for Giggling Squid in key regional markets, the 7th February saw the team launch the latest restaurant location in Leicester. Sending personalised watermelon carvings as invites to key local media and influencers to help spread the word, social buzz was secured with seven recipients sharing their eye-catching deliveries online.
Helping secure media and influencer attendees for the opening night, in addition to booking in complimentary meals for media and influencers to attend the dress rehearsal weekend, two of the Popcorn team attended the launch event to assist with media liaison and logistics.
Alongside the seven initial social posts shared from the carved watermelon deliveries, 132 pieces of social and blog coverage have been secured to date, reaching over 664,000. Furthermore, five pieces of local press coverage landed in the likes of Leicester Mercury, with additional pieces in the pipeline.
With this marking just the start(er) of an ink-credible year of activity, we can’t wait to see what else is on the menu for 2020…
