UNICO GELATO & CAFE


BRIEF

Create and implement an integrated campaign to raise awareness around the Unico brand with a focus on their gelato and coffee offering. Develop a PR strategy to strengthen the Unico brand recognition in South London and Kent. Take over all social media to increase following, maximise visibility and reach. Organise and manage a VIP press launch with Unico’s co-founder and former Chelsea football legend, Gianfranco Zola, to attract local media, bloggers and influencers, followed by a second launch for the general public.

OUR APPROACH

We leveraged Gianfranco Zola’s VIP status to entice the local and London media which resulted in maximised visibility and coverage. We created a buzz on social media with a teaser count down in the lead up to the launch and live tweeting and posting on the day. We incorporated Unico’s values of quality, Italian tradition and flavours into our campaign to develop key messaging and engaging content, both on social media and for the press. 

HOW WE MADE IT AMAZING

As a new, independent gelato and coffee parlour, Unico was in need of a strong campaign that would launch the store in Bromley and the wider South London area. Our in house PR, creative and events team created a 360 campaign that went above and beyond brief. Thanks to our extensive relationships with local and national media, we gained attendance and coverage from the BBC, Metro, Time Out and more along with top YouTube channels and lifestyle blogs. We promoted the launch event with a bespoke social media campaign and teaser countdown that raised profile amongst the local public and attracted outstanding footfall on the day of the launch and after.

After the launch, OrangeDoor became responsible for Unico’s integrated marketing and communications plan to continue brand awareness and customer loyalty. 

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THE RESULTS

  • 4 million readers reached
     
  • Coverage secured across targeted publications and platforms
    i.e. BBC, Metro, The Sun, TimeOut, News Shopper, Inside Kent, and more
     
  • ROI = 1,040%
     
  • Footfall and interest – attendees were queueing out the door and down the street