After huge success at festivals and events across the country, Lucky Gyros recently opened its first quick service restaurant site in Manchester Arndale’s Food Court.
Prioritising a friendly, approachable feel, a genuine love for food, and a loyal community, the brand aimed to become a new go-to in the city centre for people seeking quality, grab-and-go food.
Tempt were tasked with creating and implementing a PR strategy to launch the new Lucky Gyros, building excitement ahead of launch, and ensuring that the new opening becomes a popular spot long beyond launch day.
CLIENT
Objectives.
- Launch Lucky Gyros in the city centre, building strong brand awareness within Manchester’s competitive foodie scene.
- Generate quality coverage through media and influencer partnerships.
- Drive footfall and customer curiosity through storytelling and partnerships.
- Create a lasting first impression that future-proofs the brand, building a loyal audience and setting the tone for growth beyond the launch.
Strategic
approach.
Over the course of a three-month PR campaign, we carried out targeted outreach to press and influencers, designed to keep Lucky Gyros front of mind amidst a busy news cycle. From launch announcements to calendar-led pitching, our multi-faceted approach sought to maximise the amount of eyes on the quick service restaurant brand.
Summary
of activity.
- We began by leading a communications workshop, designed to delve into the brand, its USPs, and long-term vision.
- We wrote and distributed multiple press releases, pitching to local media at various points throughout the campaign.
- We invited VIP press and influencers in to attend our ‘First Look’ day, securing bookings from leading publications ahead of lunch.
- We managed an ongoing influencer programme, ensuring a steady flow of content post-launch.
- Following launch, we pitched to press around key local calendar dates, for example Freshers’ Week.
Our Results
Throughout our three-month campaign with Lucky Gyros, we secured 59 pieces of coverage across press and influencers, with a total potential reach of 9.5 million.
Coverage included First Looks in leading regional publications such as Manchester Evening News, EatMCR, and Secret Manchester, all contributing to queues on opening day.
A strong stream of coverage post-launch then ensured continued chatter on socials, keeping Lucky Gyros front of mind well beyond launch day.