B&P proudly supported another restaurant opening with PR efforts. A pleasure to work with, entrepreneurs Angelo and Giovanni from Milan used Facebook to crowdsource from friends the funding for a panzerotteria in Manhattan, because they know that what pizza by the slice is to New York City, a panzerotto is to Apulia. This open-mined, food loving city, they believe, is going to love panzerotti, an opportunity they saw to create a shop where New Yorkers can give it a try.
A unique aspect of the business model is the eatery’s partnership with Mary’s Meals, an international charity charged with ending child hunger globally. 10 cents of every panzerotto purchased at I Love Panzerotti is donated to the NGO. Which means for every panzerotto ordered, a child will be fed for an entire day at school.
Also distinctive, the space is intentionally interactive, with bar seating and augmented reality projectors where photos taken inside I Love Panzerotti and posted to social media, are placed into the actual surroundings of the restaurant in real-time.
Based on these characteristics, our pitch focused on linking the food to Italy’s beautiful South, to their unique crowdsourcing discovered through social media, the restaurant’s philanthropic model, and to the tech features inside the location. We were able to support their grand opening with timely press and influencer coverage, which included The New York Times, AM New York, Eater and others.
Pitching individually, and personally to journalists ranging from neighborhood newsletters to national publications to NYC food Instagram influencers, we invited them to experience a panzerotto, learn about what is, and come inside the store. An opening event we organized targeted Italian journalists and institutions to be among the first to try.
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