ELEVATING THE BRAND DURING A CRISIS
CLIENT: SOMTUM DER, REDHOOK
GOALS: Generate awareness for the opening of Somtum Der Redhook and elevate the brand as the most desirable and authentic Isan Thai restaurant in NYC.
STRATEGY:
Generate media coverage about the opening of Somtum Der Redhook through targeted media pitches while keeping COVID-19 crisis in mind.
Instead of organizing the media launch event in NYC in April, our team shifted the strategy to pitch Somtum Der Redhook’s opening story and how the restaurant is pivoting and surviving during the COVID-19 pandemic to local media outlets.
Collaborate with Thai SELECT (Thai government brand) to elevate Somtum Der brand with CSR project through #ThaiFoodForHeroes campaign organized by Thai SELECT to provide meals to healthcare workers with Thai meals from Somtum Der which is one of Thai SELECT certified restaurants in NYC.
RESULTS:
Somtum Der Redhook’s opening and COVID-19 related stories were featured in major media outlets i.e. ABC7 Neighborhood Eats on July 10th, 2020 along with many other i.e. MSN.com, Eater NY, Time Out NY, Grub Street with total of 206M Media Impression
