In Fall 2015, international pizza brand Sbarro embarked on an 800-franchise rebrand rollout while simultaneously launching a new market innovation in the form of free-standing eateries. Sbarro came to our team for support in the form of heavy-hitting national media coverage, localized community awareness for store grand openings, social media ad buys and overall public relations strategy for the rebrand and launch.
To secure media coverage and maximize impressions, the Belle team pitched targeted local and national outlets in print, online and social media. Belle worked to secure stories, interviews and social media giveaways, as well as private media nights and media attendance at grand opening events for the new Columbus-area eateries.
The campaign resulted in 32 media coverage opportunities totaling 191,311,077 media impressions. This included national coverage in the Wall St. Journal, Forbes, Fortune and Business Insider, among others.
Belle also coordinated five social media pizza giveaways with social media influencers Breakfast With Nick, the Columbus Chamber of Commerce, Yelp Columbus, Wander and Whine and 614Now, reaching 35,897 followers local to Columbus.
- Increased national brand awareness by 7% over competitors like McDonald’s
- Regional Media Coverage Opportunities: 13
- National Media Coverage Opportunities: 10
- Trade Coverage Opportunities: 6
- Interviews: 8
- Total Media Impressions: 191,311,077
- Total Ad Equivalency Value: $297,338