Franco Manca
Brief
Following the success of Franco Manca in Brixton Market, to launch each restaurant in the subsequent rollout and to continue to elevate the profile of the brand ongoing.
Strategy
Jori White PR built on Franco Manca’s USPs to create a huge buzz about the new openings. Launch parties were held that resulted in coverage not just in the local/London press (Time Out, Evening Standard etc.), but in national publications such as Harper’s Bazaar.
A press trip was implemented in which three leading food journalists were taken to Naples (and a visit to Italy’s oldest pizzeria, Da Michele) and Positano (for pizza making in the home of Franco Manca owner Giuseppe Mascoli). This led to large features in Financial Times’ How To Spend It; Epicurean Life Magazine and The Guardian.
A special at home pizza making session was held for children which resulted in coverage spearheaded by a two-page spread in the Saturday Times
This activity was complemented by a full programme of reviews, features and interviews.
Results
Jori White PR helped take Franco Manca from their second site to their 14th, at which point they were sold for £26 million. Today the brand has become one of the biggest hospitality success stories of recent years, with over 50 locations nationwide.
1400
PIECES OF COVERAGE NATIONALLY
500
MILLION PEOPLE REACHED
