Culinary Marketing

Launching and Maintaining Buzz Around a New NYC Eatery.

An unconventional approach continues to deliver for one of NYC’s hottest restaurant

Challenge

Chef Ryan Hardy was new to NYC and set to open his first restaurant venture with partner and sommelier Robert Bohr. Facing a hyper-competitive market and a three month delay to opening, the challenge was to promote Charlie Bird’s simple and clear vision of a neighborhood spot that provides excellent food and wine in a fun, relaxing and welcoming environment.

The Mfa Way

To emphasize its most unique assets and make the SoHo restaurant stand out in a crowded culinary scene, the agency’s sharp hospitality experience was paired with the lifestyle approach that’s woven throughout all we do. A multi-genre, multi-platform approach guaranteed the message would reach a widening audience of foodies and wine lovers, along with an important set of influencers who would soon become not only fans, but advocates. A robust plan included social programming and influencer outreach, media relations and support of unique activations around the country.

Impact

The opening was met with fanfare from stand-out media placements, including a four page spread in Food & Wine along with unexpected outlets like Architectural Digest, Outside Magazine, Good Morning America, Thrillist and GQ. Consistent social buzz is amplified by engagement with notables like Mario Batali, while a Resy partnership led to a summertime pop-up activation during the Aspen Food & Wine Classic. Digital partnerships with Eater, YouTube, Bon Appetit and Google Play continue to build regional and national momentum as we look forward to the duo’s next restaurant opening.

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