Market Launch
Since debuting in Italy 10 years ago, Eataly has opened more than 30 locations worldwide. In the US, it opened two stores in New York City and one in Chicago, but was not yet a household name everywhere. As it prepared to open in Boston, the company asked us for help turning Eataly into the city's most talked-about food launch of the year.
Challenge
With only two domestic locations, Americans (and Bostonians in particular) had very little understanding of Eataly’s “Eat, Shop, Learn” concept: one hub that served as a marketplace, cooking school, and multiple restaurants. And since Boston’s North End neighborhood features some of the best and most authentic Italian restaurants around, Eataly had its work cut out for itself.
Idea
We developed a communications buffet: a comprehensive program to educate the market, create anticipation, and drive foot traffic. We reached out to every relevant media outlet in the region – traditional outlets, Instagram-only influencers and anyone in between. Our initiatives included:
- A Media Day, where more than 100 journalists and influencers participated in an “Eat, Shop, Learn” event
- A Boston Globe business feature with influential food coverage
- Grand Opening with celebrities, media, and dignitaries in attendance, including the Mayor of Boston
Media Coverage
We helped generate substantial coverage for the grand opening with more than 100 stories around the launch, including signature pieces in The Boston Globe, Boston Magazine, key food influencers, and lots of TV.
