Mamasan Kitchen & Bar

CASE STUDY

The Brief

Mamasan Kitchen & Bar launched in Broadbeach on the Gold Coast in September 2015, incorporating a fusion of Asian inspired cuisine. Mamasan Kitchen & Bar tasked The Pineapple Republic (the sister agency of The Red Republic) with creating an engaging PR and Social Media campaign that drove awareness to the restaurant, along with managing the launch event.

The Campaign

Mamasan Kitchen & Bar opened to rave reviews from key food editors. The Pineapple Republic facilitated several intimate media dinners, where key journalists were treated to a selection of key dishes from the menu. This resulted in multiple front covers, impressive reviews and articles on the Asian inspired, share food philosophy.

The Digital Campaign

Playing on the character of Mamasan herself, The Pineapple Republic created a digital campaign which teased the opening of the restaurant by creating the #MamaSays hashtag. With teaser images of the interior, food and beverages, circulating across social media, once the doors opened to the restaurant, diners were already exposed to the brand and had a taste of the dining experience via a strong digital identity.

THE RESULTS

Publicity achieved in national publications such as Good Food Guide, The Courier Mail and Sydney Morning Herald

$200,000+

value of coverage

2 million+

people reached

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