OBJECTIVE: True Food Kitchen, the award-winning seasonally inspired restaurant and craft bar, was opening its first Miami location at The Falls and wanted to properly introduce itself to the community. The opening marked the brand’s sixth restaurant in Florida and 42nd location nationwide. The Dana Agency was tasked with handling all press efforts, pre-promotion, planning and executing the VIP grand opening weekend and connecting True Food Kitchen with like-minded partners.
APPROACH: In preparation for True Food Kitchen’s entrance into Miami, our agency coordinated media mailers to share with top influencers and media around town to drum up excitement about the opening. We also distributed a business release to aid the restaurant in promoting its four-week job fair. Ahead of the official grand opening, we planned and executed a lively weekend of VIP, media and influencer seatings to allow influential members of the community to get a first look (and taste) of the newest location. We also set up key media introductions to True Food Kitchen CEO Christine Barone.
RESULTS: As a result of our media outreach, our agency secured nearly 600 million impressions across national and local publications, including Forbes, Eater, Miami New Times, FSR Magazine and more. Additionally, top local influencers, reporters and producers were in attendance, resulting in secured broadcast coverage in NBC 6 in the Mix, Telemundo 51, SoFlo Health and more. Lastly, the True Food Kitchen at The Falls VIP opening successfully reached the South Florida community by connecting the team with relevant partners, resulting in a variety of local networking happy hours, catering opportunities and more.