Buffalo may be the birthplace of the chicken wing, but the city also boasts a plethora of palatable provisions, and competition is fierce among local restaurants. So when Ru’s Pierogi wanted to make a splash with its grand opening, it sought FIFTEEN’s PR team for media relations, social media strategy and special event planning to ensure the restaurant’s name didn’t get lost in the crowd.
Having developed the Ru's brand, FIFTEEN created a media database of targeted representatives covering all aspects of the Ru’s Pierogi angle. FIFTEEN also recognized the power of the local media and blogging communities. Embarking on a series of traditional and new media campaigns to tell the Ru’s story, the pre-opening publicity helped to build momentum so brand recognition for the new restaurant was already high when the time came for the grand opening events.
FIFTEEN threw a Pints, Press & Pierogi night to introduce the restaurant and production facility to its local media influencers, and soon after held a more formal grand opening event for local representatives and stakeholders, complete with a Mayoral Proclamation declaring the day to be Ru’s Pierogi Day in the city of Buffalo, and a giant “pierogi cutting.”
The pre-grand opening media strategy coupled with the special events execution garnered mentions and engagement with Ru’s Pierogi across all mediums, and helped to solidify relationships with reporters and bloggers. Thanks to the huge amount of PR coverage Ru’s received, sales are above expectations and the restaurant continues to enjoy success in pitching story ideas to its cultivated media network.