ROLLING INTO TOWN: SUSHIDOG
Make SushiDog the talk of a new city, introducing the brand to a fresh audience and embedding it in local culture from day one.
PEOPLE QUEUING
SALES TARGET HIT IN
300+
2wks
MEDIA COVERAGE
OPPORTUNITIES TO SEE
241
115.6m
The challenge
Make SushiDog the talk of a new city, introducing the brand to a fresh audience and embedding it in local culture from day one.
The IDEA
A six-month launch strategy built around local creativity, collabs and a steady stream of media buzz. We commissioned illustrator Phoebe Robinson to create bespoke campaign artwork, which went on to inspire a permanent venue mural, and teamed up with MasterChef winner Dan Lee on an exclusive SushiDog roll.
A launch party brought together local media, creators and tastemakers, sparking a wave of organic social content and keeping the buzz going beyond opening day.
The RESULTS
Over 300 people queued to get their first taste of SushiDog on launch day.
241 pieces of media coverage, 115.6 million opportunities to see and 118+ organic social posts from the launch event alone, generating a further 2.3 million+ opportunities to see. And the best bit? The site hit its sales targets within the first two weeks.
