Central Market, the Texas-based food emporium founded in Austin, Texas in 1994, sought to mark its quarter century as Texas’ tastiest landmark with an innovative and celebratory communications effort.
They wanted an exploration of the question, ‘what role has CM played in how Texans eat?’ Their goal was to communally share the significant anniversary, and utilize the occasion to highlight how Central Market has been a strong driver of the culinary evolution of Texans.
Craft a comprehensive strategy, utilizing both conventional media relations efforts and digital marketing tactics. Through in-depth evocative pitching to veteran food writers, and by implementing an influencer campaign to generate positive online commentary, the communications strategy worked to effectively highlight the anniversary celebration.
Key elements of the 25th anniversary included a contest at each store to win a CM gift basket valued at $2,500, promoting Foodie Fetes taking place at all CM stores across the state, and touting visiting chef appearances, special Cooking School classes and samplings throughout the two-week celebration.
Social Influencer Campaign
We chose influencers who had already demonstrated brand love for Central Market organically, and asked them to partner with us to celebrate CM’s 25th anniversary.
- Extensive in-depth earned media coverage in major daily Texas newspapers, and on local network affiliates, portraying the history, culinary excellence, and customer loyalty and passion for this revered food emporium.
- Multiple mentions in a variety of media outlets for the Foodie Fetes, which featured store-wide tasting events with live music, wine and beer tastings, Cooking School classes, and special prizes.
- RSVPs for store events set new attendance records.
People reached through Influencer Campaign.
Posting across four key markets.