Rosemary's is a NYC-based Italian restaurant that highlights a farm-to-table family experience with organic ingredients from their rooftop and upstate farm. They stand for four main values:

Integrity

Hardwork

Hospitality

Excellence

challenge:

The brand wants to welcome new visitors into their family, but hasn't figured out how to present their traditional restaurant into a modern one. With more people ordering in these days, how do they give a younger audience a reason to sit down for dinner?

objective:

RESEARCH:

Foodies enjoy new trends and experiences. They love to share their food and experiences with family and friends.

So, objectives can help expand the restaurant even beyond their walls by:

Developing brand awareness through new initiatives
Promoting engagement using digital and experiential tactics
Increasing sales to continue to maintain the brand
Enhance and expand consumer relationships

It was important to understand who needs to be apart of the family and how to best provide messaging and tactics for three different types of people.

Socially-conscious are passionate about causes and rely on socially responsible brands. They try to influence others to follow in their footsteps.

College Students are interested in learning about their area and looking for affordable places to socialize and tell their peers about.

strategy:

While understanding the new additions, it's the perfect opportunity to develop a strategy that provides a seat at the table to these new guests.

Rosemary's redefines how to celebrate and cherish the modern family.

MESSAGE:

The main focus of family helps connect and inspire the foodies, the socially conscious, and college students to join the community through two messages.

Rosemary's leads the way in helping others understand every stage of farm-to-table dishes and encourages them to make their own.

EXECUTION:

Rosemary's encourages an open and inclusive environment, where people can connect and share stories with one another.

Rosemary's revival

'Rosemary's Revival' highlights what makes them so special and what new experiences they have in store to strengthen the brand's values. Each phase celebrates their traditions, but is dedicated to modernizing a few in order to welcome everyone into their family.

Phase 1:
Rosemary's Ride

Rosemary's Ride is an interactive experience that will travel through the five boroughs of New York City to offer organic, exclusive, and affordable dishes for all three audiences. If consumers don't have time to come inside the restaurant, we'll bring the restaurant to them. They have a chance to be apart of Rosemary's community by being apart of the process, even having a chance to step into the truck themselves.

Based on research, consumers value an experience that they can share with others through a variety of channels. In this case, we focus on these specific platforms based on location, information, and participation:

The brand will also connect with digital food influencers like Modern Proper and Hannah Hart to entice their own followers and invite them to be apart of the experience. Influencers can create their own dishes and even encourage people to decide on where the truck should go next and what should be the meal of the day.

@rosemarysnyc knows me so well.

Phase 2:
Rosemary's Tour

Consumers will also be invited to participate in their Rosemary's Tour. The three-hour tour will walk guests through the farm and use ingredients to prepare dishes in front of them. Once prepared, guests will have a seat at the table, where they can engage with each other and try out exclusive meals.

Rosemary's is all about community and having a chance to use social is a way to unite guests even if they couldn't attend the experience. They will use hashtag #RosemarysTour with channels like:

Evaluation:

So, in order to continue to cater to their new family members (whether they experience Rosemary's Revival in person or online), the brand can measure the success of their campaign through:

Social listening (retweets, mentions, clicks, shares and comments)
Reach (social media followers, restaurant patrons, and event guests)
# of purchases at Rosemary's Ride + Rosemary's Tour
Pre and post surveys of Rosemary's Ride + Rosemary's Tour
Comparing social benchmarks to actual results

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