Main CasesPR-promotion of Levon's food project

PR-promotion of Levon's food project

Levon’s is a fast-casual project, the first brtuch café in Russia. The network of fast-food cafés based on the menu which headliner is brtuch, the Armenian roll according to the original recipe of the founders. Their brtuch consists of tortillas of their own production and various meat fillings, vegetables and original sauces. This is a healthy food restaurant; therefore, its menu lacks flavor enhancers, E-components and any unnatural additives.

Objective: to tell the target audience about the product -brtuch, to break down the myth that brtuch is the same as shawarma (doner kebab). And at the same time introduce everyone to Levon’s - a new unusual café on the gastronomic map of Moscow. To organize a series of image publications of various formats (columns, statements, interviews), attract new visitors to the café and generate demand for a new way of a healthy and tasty snack.

1700000 people - average social media coverage per month
45+ large publications in Moscow
1393828 views of the video on Instagram

Dozens of media wrote about unusual fast food (women’s, lifestyle, retail, HORECA, etc.).The editors ate a number of brtuch, and everyone was satisfied. Thanks to published materials in business media, the company received requests for a franchise, and the co-founder demonstrated to the market his expertise in the field of HORECA and business in general. Columns, fact sheets and interviews in women's and lifestyle publications acquainted the audience with a new dish in Russia - brtuch. And the most interesting: we sent a message to Moscowites that fast food can also be useful. This is how we reached the goal:

We studied the information field, ate brtuch, got into Levon`s spirit

We carried out a thorough analysis of the project, the competitive field, its presence in mass media and social networks. We came up with key messages, advantages, and goodies. All the mentioned above helped us reach the target audience.

We suggested relevant topics to reporters and prepared PR publications

We came up with offbeat topics of publications. We talked with reporters, answered their questions and dispelled doubts (“I know shawarma, I don’t know brtuch”). We talked about the project with a passion peculiar only to PR people and true lovers of food.

We talked about the inner workings of the food project, shared recipes with a detailed description of the ingredients for a number of publications, as if they cooked everything themselves, included brtuch in the editorial lists of Moscow cafés and restaurants. We introduced a new format of food to the sophisticated Moscow audience.

We shared on social networks where and why one should taste brtuch and came up with promotion mechanics at the Geek Picnic festival

We thought of eye-catching texts, pictures, GIFs, videos and promoted it for narrow niches of the audience: by interests and geolocation. For example, we invited Brateevo cyclists to call in for a tasty wrapper, which is convenient to take away, and students of Higher School of Economics suffering from lack of a normal buffet to come to the nearest café on Pokrovka.

We created an offbeat concept of the comic strip about the adventures of the branded hero of the brtuch café - Caucazorro. In the framework of participation in the festival, we developed 9 ideas that drew attention to the food truck of even the most skeptic foodies. Among our ideas were discount coupons, a special brtuch merch, art objects – we did everything to make people try something new, and not choose cliched burgers.

Colleagues heard our wishes and helped to clearly send the business values to a wide audience, present them a new product for the food market. We were always in touch, offered ideas for promotion and put the most effective into action. I recommend!

Let's discuss your project

Provide contact details and attach a brief