Wolf Italian Street Food commissioned us to launch a new location: Spinningfields in Manchester, a brand new outlet for this UK-wide rising star of the casual dining market. Fresh, feisty, full-on flavour is the mantra we developed for them – and that’s how we approached it.
Even though the brand already had a website (more on that later), we wanted to take a fresh, new approach to the launch and position it with an energy that suited all the restaurants as well as the one we were launching. First up was press engagement – creating and distributing press collateral (press release etc) ensured pre-launch coverage and we also worked closely with the marketing team for this part of Manchester to make sure that the area was in no doubt about the upcoming addition to the district.
We created assets (photography and video shoot), launch incentives (flyers, online ads), optimised local SEO and created a community (social networks) to help fuel the successful launch. Once open, we developed campaigns and advertising to promote the offering.
The relationship quickly developed post-launch and we were asked to re-design menus across the estate as well as promotional material that could also be used by all the brand’s branches. With all the new developments, it became apparent that the website was no longer representative of the brand Wolf Italian Street Food had become and we were asked to re-design and rebuild it for them.
Armed with a new positioning bursting with personality we created a completely new look and feel that really showcases the amazing food on offer. A new approach to copy added an extra dimension – another thing for customers to sink their teeth into. With six (and growing) branches around the country, we ensured that each one was optimised for local search and was able to integrate its own social media presence into the global website in order to add that personal touch.