To make it appeal to the key demographic of 22-35 year-olds with disposable income we had to make it fun and social ready! Within the marketing campaign we came up with the tagline that says it all:
For visuals we combined the innovation of these artisan creations with the celebratory backdrop of champagne, select wines, and micro-brews.
The experience feels more like a special event than just satisfying a craving. To create pre-launch buzz within the marketing campaign, we teased with exclusive first looks for our closest media outlets and enforced a specific release schedule for their articles.
Getting my @TUMSweets and heading to @Donuts4Grownups RIGHT NOW. OMG. This MUST be what heaven looks like.
We developed follow-on stories to seed article after article to build momentum and we began converting fans even before their first visit. We then expanded channels and the variety of outlets. The story spread like wildfire!
For the in-store experience to translate online, we used professional hero shots of all the images that were framed with a subtle, earthy toned backdrop to make them pop. Our messaging was designed to appeal to the hip, foodie culture.
Leveraging an award-winning third wave coffee partner, we activated the brand across multiple platforms, focusing on the brand’s core values to create an active, online lifestyle community for Glazed Donut Bistro.
Since Glazed Donut Bistro’s launch they’ve had lines out the door and have sold out of donuts every single shift!