Union Kitchen Mascot Drives Charity Fundraising and Community Engagement

“An established restaurant group in Massachusetts wants to make a big splash with their first Connecticut outpost. ”

CHALLENGE:
A well-established restaurant Group from Massachusetts moves into uncharted waters with the opening of their first Connecticut Restaurant. The Challenge? Connecting with a new community to build loyalty, while giving back to their new neighbors.

SOLUTION:
Our team came up with a social media marketing campaign aimed at involving the local community in the naming of their restaurant mascot - The Union Kitchen Pig. Once a name was selected through a social media contest, we successfully held a “Pig Naming Ceremony” with community movers and shakers, as well as local media. Guests were encouraged to take their picture in front of the pig and post the picture to Instagram, using hashtag #generouspig.  To thank patrons for posting, the restaurant chooses one post each week to receive a $25 gift card to the restaurant. With a medium to broadcast their new social campaign, the business also announced a promise to give away a matching donation to a charity partner each month. 

OUTCOME:
The public was given an added incentive to come into the restaurant, share their experience on social media, and potentially win a $25 gift card.  Union Kitchen was positioned as the hero of the story by helping to raise awareness of local charities and drive fundraising with a fun and engaging campaign.