Challenge:
Charlotte based restaurant group Stomp, Chomp & Roll has a love for barbecue. That love over the years turned into a desire to open their own BBQ joint that put a spin on the classic fire and smoke. SPARK was charged with creating an identity for the new restaurant and executing a series of events to create media buzz and customer awareness. The first challenge: what’s in a name?

Solution:
To create awareness for the new restaurant, SPARK began by creating a customized media database, capturing a list of local and regional media and bloggers to target for coverage.  A distinctive media kit was also developed to tell the story of how The Improper Pig came to be.

As SPARK began reaching out to local media to build excitement for the new restaurant, a unique invitation was designed to invite the media to a Sneak Peek event to be held prior to the grand opening. The Improper Pig piggy banks were emblazoned with a logo on the side and the coin slot held the actual invite. They were hand delivered to our key media targets and were recently recognized at a Public Relations Society of America event by local broadcast reporter who emphasized what a difference these invitations can make.

The Media Sneak Peek and Tasting event was a resounding success, resulting in media attention in broadcast, print and online. The Charlotte Observer, Charlotte Home & Garden, Charlotte Magazine and WJZY were just a few of the outlets that provided coverage.

To further reach influencers in the Charlotte market, SPARK organized a Yelp Elite event. This group of super-reviewers in the local communities are the pioneer tasters of new, local restaurants. The Improper Pig received raving reviews from the Yelp Elite event with an average of five out of five stars, including comments like, “The Improper Pig combined Asian flair with a Southern sentiment. We appreciated the unexpected combinations like collard and sweet potato in a spring roll.”