In January 2011 and February 2012, we launched a PR campaign to announce the new Glendale, Colo. and Greenwood Village locations of Modmarket, a fast-casual restaurant that serves healthy, gourmet-quality foods in a modern environment at affordable prices. The team built a strategic campaign to build brand awareness for Modmarket’s three primary target demographics: consumers, media and community partners. The goal was to effectively introduce Modmarket in Denver and Greenwood as well as emphasize the brand in the Boulder and Rocky Mountain regions.

In 2011 and 2012, the team planned and executed a multi-faceted approach to launch the new locations which consisted of a grand opening event, exclusive menu tasting and location viewing for the media, community relations, media relations, awards and lists submissions, consumer outreach and social media.

We also initiated and facilitated a partnership with LiveWell Colorado, a local nonprofit organization committed to reducing obesity in Colorado by promoting healthy eating and active living. During the grand opening week, 100 percent of customer donations went back to LiveWell Colorado to demonstrate Modmarket’s commitment to helping serve Americans real food at lower prices.

Results

• Over 2,000 consumers and VIPs attended the grand opening event of the Glendale
location on January 10 and January 11, 2011
• Over 2500 consumers and VIPs attended the grand opening event of the
Greenwood Village location on February 12
and 13, 2012
• Over 2700 fans joined the Modmarket
Facebook page following the PR campaign
• Over a dozen top media contacts attended
the exclusive menu tasting & location
viewings
• Mile High Sports Radio – 14 minute segment
with Modmarket owners
• Denver Business Journal – Shop Watch Columns for both locations
• ColoradoBiz magazine – Grand opening story
• 5280 magazine – “Healthy Eats” Blog Posting
• 5280 magazine – Dining Feature Story
• Mile High Mamas – Blog Posting
• KWGN/CW2 – morning show story
• KCNC/News4 – afternoon show story – “healthy fast food that’s affordable”
• KCNC/News4 – Sunday morning news story – “green” businesses
• Examiner.com – Food examiner article
• Westword – article in the “Open and Shut
Cases” column
• Westword – 100 favorite dishes – curried split
pea soup from Modmarket
• Denver Post – Penny Parker’s column
• 303 magazine – Great eats column
• Colorado Expression magazine – Bits &
Pieces
• Washington Park Profile – Grand opening
story
• Denver Daily News – Grand opening story
• Glendale
• Cherry Creek Times – Grand opening story
• Denver
• Boulder Daily Camera – Grand opening story
• Modern In Denver – Grand opening story
• Thrillist – Grand opening story
• DenverLife magazine – Grand opening story
• Metromix.com – Grand opening story on website
• Greenwood Village – Did a full-page feature on the new Greenwood Village location.