DIGITAL CAMPAIGN
RESTAURANT ROYALTY WITH KEITH LEE
restaurant royalty with keith lee
To drive local restaurant share among the Black cohort, the database of Black-owned restaurants had to grow with qualified new business leads.
Designed a social-first campaign to rally foodies to nominate their favorite Black-owned restaurants for a chance to win a series of prizes, including a residency at MGM Resorts.
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Find a way to simultaneously grow database of restaurant partners and engage food enthusiasts nationwide
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Leveraged key consumer insight that foodies define their persona based on their level of intel, which also serves as a sense of social currency
Identified endemic media partners to reach a qualified audience and build credibility within food culture
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Sweepstakes Program
Designed a sweepstakes program that unlocked rewards for both customer groups, including tickets to the Super Bowl, cash prize, tools for business growth and a spot in our residency program with MGM Resorts International.
In-Restaurant Execution
Delivered point-of-sale tools to 800 restaurant partners across priority local markets, increasing traffic to storefronts.
Talent Negotiations
Led negotiations with Keith Lee, campaign ambassador and the people’s food critic.
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The campaign was launched with Keith Lee, a popular TikTok food critic, as our ambassador.
The campaign garnered 18K entries, 1.1B earned impressions and 40% growth in our Instagram following within 3 weeks.