UNA Pizza + Wine
Though we are a Saskatchewan startup, we've been growing into Alberta (namely Calgary), and through this process UNA Pizza + Wine on the Calgary beltline quickly became one of our favourite places to eat. When we heard that they had plans to open on Broadway in Saskatoon, we knew we had to get involved.
We were thrilled to quickly develop not only a quality working relationship with the UNA Saskatoon team, but also a strong personal connection. We thoroughly enjoy working with our friends.
The projects we've executed both pre and post-launch have been less design centric and more strategy heavy, as you'll see below.
Through our years of experience in marketing we've discovered two things to be more important than any other, and those are momentum & transparency.
As we developed a promotional strategy for the UNA Pizza + Wine soft and grand openings, we were intentional about doing an early social media setup, all the while working with the staff team on tone of voice, and relevant content.
At the same time, we developed a media release covering the restaurant's opening timeline and key characteristics that made it newsworthy. Once we had built some momentum and social following, we launched targeted Facebook ads to build anticipation and rapport.
As the soft opening approached, we reached out to local food bloggers and media contacts and invited them to provide coverage and constructive feedback.
Both the soft and grand openings were a wonderful (sold out) success, and the perfect kickoff to 2016.
Following an incredibly successful launch, we took some time to observe traffic, customer behaviours and responses, and enjoy some pizza! After the first couple months, it was clear that one of the main items in need of attention was late night customers.
UNA Pizza + Wine is big on providing a great late evening environment for food, drinks, and socializing. This started originally (at the Calgary location) to provide a place for industry people to eat after a closing shift, and evolved into a popular time of day for the general public as well.
In order to increase awareness of UNA's late night kitchen, we developed a video-centric, digital campaign (reinforced by print) around that specific message. "Kitchen Open Until 1am Every Day".
You can view several of the video shorts below.