Meet Bros: How London’s first Asian-fusion steakhouse royally burst into the capital’s F&B scene

Overview

In May 2023, Meet Bros entered the London F&B scene as the city's first Asian-fusion, fully halal steakhouse. Located down the road from Paddington Station, the modern medieval-style restaurant offers a gathering place where Western and Malaysian cultures unite as a melting pot for people of London's diverse ethnicities and beliefs over a semi-fine dining experience and premium steaks.

Brought to the UK capital by Serai Group and Palace Butcher Resources (PBR), Meet Bros plays a significant role in the group’s mission to expand globally and develop its international footprint. PBR is best known for the success of Me’nate Steak Hub, an exceptionally popular eatery across Malaysia with 13 outlets.

To fulfil their objective of becoming the world’s finest Asian-fusion halal steakhouse, the Meet Bros team brought on Posh Cockney in April 2023 to utilise our full marketing, social media and PR services.

Our Objective

To develop, execute and sustain a comprehensive, integrated marketing, social media and PR strategy to initiate and grow brand awareness, presence and preference in the London F&B scene.

Challenges

Turnaround
We had less than a month to establish all digital platforms from scratch and plan and manage the soft and hard launch events. The restaurant was still under renovation until days before opening its doors. On top of the digital introduction of the Meet Bros brand and the restaurant opening, the launch event required significant planning, operations management and social media and PR coverage as Her Majesty Queen Azizah of Malaysia attended.

International Marketing
We worked closely with the team in Malaysia, who operate in a different time zone, making optimal meeting scheduling a priority. Furthermore, we needed to understand Muslim and Malaysian customs and traditions, so we planned and promoted Meet Bros’ offerings authentically and respectfully. This task was especially important for the launch event, where royal guests and key figures from Malaysia attended.

In-Restaurant Demand
Managing customer expectations and knowing when to scale back on promotional initiatives to ensure demand doesn’t surpass the restaurant’s employee force and supply of other resources.

Our Approach

We used an interdisciplinary and multi-phase approach to developing, executing and sustaining our marketing tactics. Our timeline was as follows: 

  • Pre-Launch: April 
  • Launch: May & June
  • Post-Launch: July onwards

What we did 

Pre-Launch

Beginning in April, the Posh Cockney team familiarised ourselves with Meet Bros’ history, brand and menu through discovery meetings, site visits and research. To position Meet Bros in the London F&B scene, we conducted a competitor analysis, exploring the offerings of steakhouses in London and other restaurants in the Paddington area to help the restaurant refine its pricing and to determine the target audience. 

 

Since the steakhouse is fully halal, our team also learned about Muslim practices and Malaysian traditions. We crafted target audience profiles and built our launch and post-launch strategy and promotional calendar, including significant Malaysia, Muslim and UK holidays and fun food-related dates. Posh Cockney’s marketing and social media team developed the Q2 promotional editorial calendar and social media grid plan from this research, leaving room for adjustments based on monthly performance. For PR and social media, we compiled lists of journalists, publications and influencers to invite to cover Meet Bros’ launch. Our press release covered the restaurant opening and the royal launch event, and we sent it out to key UK media contacts.

 

On the digital side, Posh Cockney developed, set up and managed all digital platforms. Our priority was establishing the Instagram and Facebook pages to generate buzz and excitement for the launch. We created the restaurant email, CRM and booking platform and set up the Google Business, TagManager, SearchConsol, Ads and Analytics accounts. A significant project was developing the website with SEO copywriting using our organic keyword research based on the restaurant’s offerings, competitors and target audience. We held a professional photo shoot to accumulate content for all digital initiatives. 

Launch

On the 12th of May, we welcomed Her Majesty Queen Azizah of Malaysia, other royal guests and key figures from Malaysia, journalists and influencers for a private event for the launch of Meet Bros. Posh Cockney booked and managed suppliers, including the entertainment, a custom step-and-repeat board, two large-scale balloon installations, the AV system, a red carpet, ribbon for the ribbon cutting and cocktail tables. We provided professional photography and videography services and captured live social media content. Posh Cockney helped manage the operations and flow of the event. We developed a run sheet and organised event day management, and as there were royal guests, we adjusted plans to meet security protocols.

Beyond the launch event, we invited journalists and influencers to review and post about Meet Bros throughout May and June. We heavily pushed social media initiatives and set up Meta, and Google paid ads. Additionally, we began our bi-monthly email marketing campaign, offering a free treat offer upon sign-up. 

We slowly transitioned into our post-launch strategy beginning with Father’s Day on the 18th of June, while we solidified and scheduled our post-launch Q3 and Q4 plans.

The Results

Posh Cockney’s May and June end-of-month reports revealed the overwhelming success of Meet Bros’ introduction to the UK.

The launch event was a huge success, driving a massive spike in social media and website traffic. From May to the end of June, our Instagram account grew to over 5,250 followers and website traffic to nearly 18,500 users. A successful Instagram collaboration with @halalmemoirs reached over 390,000 accounts. The media featured Meet Bros in nine publications.

Two months in, the restaurant is bustling, with up to 230 bookings on weekend days. Meet Bros surpassed its goal of 120 bookings on Father’s Day with 184 reservations made, plus walk-ins. Posh Cockney is determined to keep momentum with its upcoming marketing, social media and PR activations. 

What's next?

Post-Launch

Going forward, Posh Cockney will grow Meet Bros’ brand awareness, presence and preference in London through our pos-launch strategy, with our key campaigns revolving around summer break, Malaysian celebrations in the early autumn and Christmas. Meet Bros will soon launch their breakfast, lunch and kids menus and promotions, which Posh Cockney has designed strategic creative campaigns to execute. 

In addition to developing these in-restaurant promotions and discounts, we began promoting private events and parties, outreaching out to corporate businesses, community groups and networking organisations. In August, we will support Meet Bros’ plan and execute their booth at a large Malaysian festival with vendors and merchandisers with anticipated 5,000 guests. Like the launch event, we will source decor suppliers and entertainment and help manage the event.

We continue to push on social media and email marketing campaigns. In addition to our continued focus on influencer collaborations, our PR focus is on getting Meet Bros into “Top Ten” lists for things to do in London and other target audience-specific publications. Our team will increase its web reach through organic SEO blog writing and paid ads. 

The Posh Cockney team has thoroughly enjoyed working with this international client! We will use its lessons and expertise to continue supporting Meet Bros and restaurants and hotels that are ready to leap into the UK market. 

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#BeWhoYouAre

Overview

Posh Cockney was hired to provide Marketing, PR, and Social Media services for Andaz London - a 5-star luxury lifestyle hotel located in the heart of East London. This case study will focus on the integration of Posh Cockney as an extension of the hotel’s Marcomms team to generate buzz within the local market through storytelling, partnerships, and brand activations.

Upon signing with the client, Posh Cockney proposed ideas that would achieve the objectives set in the RFP - one of which was the #BeWhoYouAre campaign. This social media-led campaign aimed to create an online viral movement and obtain lots of positive press. Ultimately, increasing search and web traffic, social media following and engagement, and brand awareness.

The proposal intended to integrate local brands and communities to communicate the brand’s ethos of embracing its surroundings – thus, allowing its guests to enter the hotel premises as travellers and leave as locals.

Our Objective

Andaz London came to Posh Cockney intending to elevate the overall brand awareness of the hotel and its five restaurant and bar outlets. The three main areas of focus were:

Andaz London Liverpool Street (Overall hotel positioning) - Strengthen brand awareness and the hotel’s positioning as the leading vibrant, creative, and inspiring lifestyle hotel in East London
Food and Beverage Outlets - Raise profile and awareness of Andaz London’s dining options individually as high-street brands
Events & Weddings - Raise awareness of the unique and diverse event venue options

However, the main objectives of this campaign focused on the following:

Generating brand awareness for Andaz London across the Greater London area, and gaining extensive exposure for the brand and hotel to the target audience. Posh Cockney aimed to achieve this through a viral social media campaign and positive press coverage.

The said target audience set by Andaz London was the following:

- 25-45-year-olds
- Businessmen/women
- Creatives
- Londoners
- People living in cities and towns at the ends of rail lines connected to Liverpool Street Station

Challenges

Posh Cockney spent one-month learning about Andaz from the inside and out. With history weaved throughout the building and the brand, there was plenty to shout about. However, in the process of planning this campaign, the team faced a few challenges, one of which was the need for a marketing budget for the rest of the year. This posed a threat to the campaign as it involved working with global and local brands and influencers. Thus, our approach needed to take this into consideration.

Another obstacle we had to overcome was the lack of responses from global and local brands and influencers. Therefore, we ramped up our email marketing campaign by ethically sourcing emails to get in touch with respective employees working under each brand.

Once the timeline and the strategy were finalised, we were set to carry out all tasks necessary to make this campaign successful. Leading up to the online launch and the launch event, a series of unprecedented events occurred thus postponing both launches. Posh Cockney worked closely with the Andaz London team through weekly virtual meetings to discuss the plan of action to launch the campaign at an appropriate time to achieve the set objectives.

Our Approach

Key members of the team were invited to immerse themselves in the hotel to provide feedback on its 5-star service and to fully understand the Andaz brand from the inside out. Alongside this, in-depth market research was undertaken to layout the foundation and timeline of the campaign. As the target audience was set by Andaz, our job was to create the campaign message that would appeal to the selected demographic. 

As this was the first summer without any restrictions, our team assessed the current marketing trends to guide us in constructing a campaign message and strategy that would strengthen brand awareness and positioning of the hotel. We anticipated trends such as the opening of the Elizabeth line that would bring an influx of local travellers, and the growing conversations surrounding inclusivity and diversity, whilst integrating these trends into the interesting stories behind the Andaz brand. 

We identified the most appropriate time to launch the campaign by laying out key dates for the remainder of 2022. We highlighted September as an ideal period due to locals returning from holidays, and would allow us to either include them in the campaign or invite them to the launch party. Leading up to the launch, we spent two months reaching out to brands to sponsor the event, invite guests, and capture campaign content. Once we had captured content, we moved onto planning the launch party – with the help of the PR and Social Media teams, over 60 influencers and [number] of journalists were invited to the launch event. We had Moet & Chandon sponsor beverage for the event, whilst we liaised with Andaz London to put together the food offering from each of the six F&B outlets they had for the #BWYA launch party. 

What we did 

With all our campaigns, we began doing market research as we had hoped to launch the campaign in July. However, this eventually was pushed to September as we identified a prime time to target the selected audience. We then drafted the campaign message which was signed off by the client, and served as our guide to accomplishing tasks to launch the campaign online and through an event. 

 

The specific tasks undertaken involved:

  • Logo and website design
  • Research on relevant brands and influencers for a partnership
  • Email marketing reach out to local and global brands
  • Gather and interview participants (which included guests, employees, and partnering brands)
  • Create the press release
  • Edit the campaign photos and videos 
  • FAM Trips to Andaz London with participating brands
  • Plan out the launch event 
  • Schedule posting for the next 4-months
  • Plan out activations following the launch event

 Once all had been planned out, we moved on to event planning and management, which involved the following tasks: 

    • Creating the guestlist (influencers and journalists)
    • Invitation Creation
    • Creation of event collateral
    • Send out RSVPs
  • Weekly Client Meetings

The Results

As this was a social media-led campaign, the results came back outstandingly positive for Andaz London. The campaign was shared across three platforms: Instagram, LinkedIn, and YouTube. The results showed that upon launching, there were almost 100 tagged stories and posts on the Andaz London Instagram account. On the day of the event, they gained 236 new followers, with over 108% of new accounts reached and impressions boosted by 217%. To ensure engagement was consistent for their Instagram account at this time, a story prompt reel was created and gained almost 5,000 views. With the increase in posts and reach on Instagram, many of the posts urged viewers to visit the #BeWhoYouAre website which housed the interview videos and biographies of each participant. The results of the campaign showed that the website had reached over 1.4k users within the first month of launch, and reported that most users directly clicked the link from posts on social media. 

 

Whereas from a PR perspective, the campaign generated six pieces of coverage, which not only mentioned the campaign but opened up a platform for Andaz London to discuss other topics such as the hotel appointing a new director of Human Resources and providing the General Manager, Mario Flanagan with a platform to be introduced as the ‘Hotel Expert’. Features were included in notable publications such as Hotel Owner – a must-read publication for UK hoteliers and hotel managers, and Conde Nast Traveler – a luxury and lifestyle travel magazine. These features accumulated an estimated publication-wide viewership of 262k with an approximate 7.38k views based on audience reach and engagement.

What's next?

The launch of the campaign opened various opportunities for Andaz London to further the conversation on inclusivity, and diversity and celebrate creativity through collaborations with different brands and new audiences. In December 2022, Andaz London is working with Black Girl Knit Club to bring a festive pom-pom workshop for hotel guests, BGKC members and Londoners to enjoy. 

As an extension to celebrating creativity and self-expression, the luxury hotel is collaborating with the University of Westminster to bring East London an engrossing art showcase featuring artwork from Fine Art, Illustration and Photography students. This aims to bring together hotel guests, students and families together at Andaz London. 

Looking forward to 2023, Andaz London will be hosting the participating designers, Electronic Sheep, for a retail popup just after London Fashion Week and leading up to St. Patrick’s Day. This provides Andaz with the opportunity to tap into their fanbase located in Ireland as well as across the Greater London area.  

To quote the general manager, Mario Flanagan, “Andaz London is so much more than just a hotel… Every Andaz hotel aims for guests to arrive as visitors and leave as locals, embodying the local area at every opportunity… This is going to be a hugely exciting few months – we have lots planned and I know this is just the beginning.” 

He is right, this is only the beginning for Andaz and Posh Cockney are on the lookout for more brands and activations that will continue to push this important message around London City and beyond.

 

“Posh Cockney are hands on and have delivered successful events and campaigns for Andaz London in a short period. Their work on the #BeWhoYouAre campaign is a great example of this.” – Saakshi Verma, Marketing and Communications Manager, Andaz London

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International Football at Andaz London

Overview

With the World Cup fast approaching, our long-term client, Andaz London, required a recurring where Londoners could watch the World Cup. This case study outlines how we did that along with the campaign results.

Our Objective

To create and promote an event for the World Cup within Andaz London that generates revenue for the hotel.

Challenges

Due to brand guidelines, we were unable to use the term ‘World Cup’ when referring to the event. Communications-wise, this provided the challenge of being unable to implement Google Ads due to search terms.

Our Approach

We settled on the event title ‘International Football at Andaz London’ as well as listing matches by the game name. This proved successful and we had no issues with ticket sales due to the name.

What we did 

Firstly, we worked closely with the onsite team to create an event package that would be desirable to guests as well as profitable for Andaz London. We set up a partnership with Heineken Silver, who provided beer for each match. Once agreed, we listed the event on Design My Night.

A press release was created and circulated to all relevant press to announce the event.

The event was promoted via Instagram on both the grid and the stories. We reshared this a few days prior to each match to drive further awareness.

On LinkedIn, we focused on a more B2B approach, encouraging businesses to book Andaz London for their teams to watch the games. 

The Results

We gained 5 pieces of press coverage with an estimated 3M audience and 37K views, all focused on where to watch the World Cup in London.

All England games sold out at the Andaz Studio.

What's next?

We will continue to work with Andaz London and use the success of this event to inform future campaigns.

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Launching Barrio Covent Garden

Overview

We were approached by Barrio Familia to handle all PR for the launch of their 5th and largest venue in Covent Garden.

Our Objective

To create a buzz around the opening of Barrio’s largest venue opening through PR and a launch party.

Challenges

The Covent Garden venue is a very large space with a capacity of 600 people. That meant we needed a guest list of around 1,000 people to guarantee a full venue. Rail strikes caused us a huge challenge and led to us needing to change the event date twice and having to resend all invites to the entire guest list.

Our Approach

We worked closely with the Barrio team as well as Nightcap’s PR team to plan a PR strategy and launch event that would continue to drive bookings as well as create a huge PR buzz. 

What we did 

We created and sent out an initial press release, announcing that Barrio Familia was taking over the former Tropicana Beach Club site in Covent Garden. The focus was on trade, hospitality, business, and consumer press both in London and nationally. We used the fact that the site is believed to be ‘The World’s Largest Tequila Bar’ as a hook, as well as a quote from Nightcap CEO and former Dragon’s Den Sarah Willingham. 

Next, we focused on the launch event, creating a target list of London-based journalists and influencers. We also invited local businesses in order to support the Barrio events team and drive future bookings. We invited approximately two thousand people in order to have a guestlist of one thousand attendees. 

Posh Cockney also organised the step and repeat board as well as the paparazzi for the event.

 

The Results

The initial press release landed 15 pieces of coverage with an estimated 97.6k views.

During the week of the launch event, there was a 300% increase in Instagram engagement on the Barrio channels.

What's next?

We will continue to support Barrio with their upcoming campaigns and ensure we drive bookings for Covent Garden alongside the other sites.

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Iftar menu

Iftar at Ritu

Overview

Our client, Ritu, is an Indian restaurant based in St John’s Wood. They created a special Iftar menu that would run for the month of Ramadan.

Our Objective

To promote the menu across all platforms, driving bookings for the Iftar menu.

Challenges

We received the finalised Iftar menu and images just two weeks prior to the menu going live, therefore allowing only a short window for promotion. We had a very limited budget on this campaign, so all Social Media and PR coverage had to be organic.

Our Approach

Using high-quality assets, we targeted a specific audience through digital marketing, social media and PR.

What we did 

First, we assisted Ritu in designing the menu and arranged a shoot to ensure we had high-quality images of the Iftar menu.

We specified our target audience: those observing Ramadan in the local area, and those willing to travel from other London locations.

Next, we created a landing page on the Ritu website, containing the menu and a booking link along with information about Iftar to help the page rank higher within Google Search. 

 

PR


A press release was created and sent to a targeted media list, which included local, London, halal-focused and hospitality publications.

We kept a close eye on journalist requests to ensure we were up to date and ready to jump on any reactive PR. 

 

Influencer Marketing

 

We invited a small, select group of Muslim influencers to Ritu to try the Iftar menu and share their experience with their followers.

 

Social Media

 

For this campaign, we kept Ritu’s content organic, rather than opting for paid posts. We posted regular images of the Iftar menu on Ritu’s Instagram grid, along with stories linking to the Iftar landing page.

As well as this, we posted a link to the Iftar menu in local Facebook community groups. 

 

Newsletter

 

A newsletter was created and sent out to Ritu’s mailing list, informing everyone of the Iftar menu. 

The Results

Whilst this campaign was small, it had very positive results, selling 53 covers.

We gained four pieces of press coverage, which produced an estimated 54k views overall. These included an editorial listing in Hot-Dinners, features in Feed the Lion and Halal Girl about Town, and a reactive PR story in My London.

The Iftar landing page had 217 views across the month, the majority of those being driven from social media and the Hot-Dinners feature.

What's next?

We will continue to work with Ritu on future campaigns. What we have learnt from this is that we need a longer lead time to ensure a longer promotion period, along with a small budget for paid social media posts and collaborations. 

Key Services Supplied

  • Marketing – Traditional and Digital
  • PR – Press releases/Influencer and Press engagement
  • Content Creation – SEO/Photography/Videography/Blog writing
  • Social Media Management
  • Reporting – Weekly/Monthly
  • Email Marketing
  • Strategic Planning

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Reactive PR hospitality

Reactive PR

What is Reactive PR?

Reactive PR is often known by the name newsjacking, as we are essentially stealing a news story to use to promote our clients. As PRs we have to keep a constant eye on trending topics and news stories so we can be quick off the mark to send out relevant pitches to the relevant journalists.

For example, if you have a travel client and there is big news in the travel industry, that is the perfect time to pitch and secure your client an expert comment or even a full feature piece.

Why is it important?

Like all PR coverage, having your client’s brand mentioned in a major publication is a huge plus, especially if it’s accompanied by a link to their website. This increases brand awareness, SEO and hopefully drives sales. Another benefit of reactive PR is that you’re positioning your client as an expert in their field. 

One of the most difficult parts of our job in PR is creating a strong and newsworthy narrative, but if the story is already there, it makes finding the perfect angle for your client that bit easier. 

Client Examples

Covid Christmas Cancellations

The confusion around COVID restrictions across Christmas 2021 led to a huge rise in booking cancellations in the hospitality industry. We used this and pitched our clients for expert comments on how the situation was affecting their business and what they needed from the government. You can see an example here where two of our clients, Republic and Olives N Meze have commented in an article by The Daily Mail. 

Our client Onyx also gained fantastic coverage during this period with a full feature article in Essex Live. Off the back of this article, the client has numerous calls and emails from TV, Radio and print publications also wanting interviews. Read the coverage here. 

 

Afghanistan – Sohail Ahmad

In Summer 2021, the devastating situations in Afghanistan were hitting all of the news headlines. Our client, Sohail Ahmad, a former Afghan refugee was also launching his new restaurant, Eggoland, in central London. We used this opportunity to tell the story of Sohail’s journey from refugee to restauranteur and show the possibility of a positive outcome for refugees. Sohail appeared on GB News, Sky News, BBC radio and all major news publications. More info on the lunch of Eggoland can be found here. 


How we launched one of Essex’s biggest restaurants of 2021

Overview

Posh Cockney manages the PR, Marketing and Social Media for Array, a high-end restaurant in Essex. In this case study, we will focus primarily on digital marketing and how we used that to launch the brand. In particular, we will look at social media, email marketing and website development, and how the three work hand in hand.

Our Objective

To create a unique and eye catching social media platform that builds brand awareness and drives footfall into the restaurant. Helping Array become a destination venue for diners.
To build an extensive mailing list that helped to drive bookings through email marketing. To build a brand new website with unique and precise content and great SEO.

Challenges

The client was very reluctant to use paid ads which meant that all growth needed to come from organic posts. Whilst Essex is a large country, it’s just far enough outside of London to make guests not want to travel.
Both the website and mailing list had to be created entirely from scratch.

Our Approach

We knew that content would be key for this client, so we took time to ensure we captured the very best images and videos to promote the launch. We utalised Kem’s celebrity status and event guestlist. The team spent time researching the local areas, demographic and competitors before putting a full plan together.

What we did 

We started by creating a holding page for Array with a sign up to the newsletter for news and updates, this instantly began to collect data of anyone with an interest in the new restaurant.

Our website development team got straight to work on designing a sleek and streamline website.

We knew straightaway that Instagram would be the key platform for Array so this quickly became our main focus for social media. We began by teasing designs of the building along with the logo and the news of the opening. Next, it was time to meet the team! We released images of the Array team one by one, ending on a video of Kem and Nadir. This got followers invested in the story of Array and the people behind it, before the venue was even ready for guests. 

It was essential that the website, Instagram and mailing list were created simultaneously and worked together to build Array’s digital presence. 

The Results

Before the launch event, Array had over 30k followers on Instagram and 4k mailing list subscribers, all egar to hear news of the opening. This meant that when we announced on social media that bookings for the restaurant were open, they took an incredible 5,000 bookings in the first day alone. 

6 months after the opening and array now has a mailing list of over 10k subscribers with an open rate of between 45-50% on every send out which is always followed by a spike in bookings. 

What's next?

We will continue to grow Array’s social media following and guestlist and create engaging content inorder to maintain them. 

The website is updated regularly with landing pages for anyupcoming events, driving users towards the booking platform. 

Our PR team have gained some great press coverage for Array with many articles containing high quality backlinks, improving the page’s SEO.

Our newsletters are always AB tested and the results monitored carefully to ensure we aren’t sending updates too regularly and that out CTAs are clear. 

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Taking Eco to Kingston

Overview

Posh Cockney was brought in to assist Eco on the launch of their second restaurant in Kingston, Surrey. We provided full Marketing and PR services including event planning and social media management.

Our Objective

To build on the success of Eco Clapham and put Eco Kingston firmly on the map. To create a launch event that will help to gain great press coverage as well as build a social media following. To gain new fans of the brand in Kingston and create a strong relationship with the local community.

Challenges

We began working with Eco just 3 weeks before the launch giving us a far shorter run up time than usual. Kingston is slightly outside of London, meaning many of our usual contacts would be unwilling to travel. Eco had very few high quality assets so these all needed to be created from scratch.

Our Approach

After extensive research into Kingston, we quickly began to understand that community is at the heart of everything they do there. For Eco Kingston to be a success, we needed to tap into that community.

 

With a short lead time, it was more important than ever for our PR, Marketing and Social media teams to work seamlessly together, alongside the Eco team.

What we did 

We began by creating assets. To do this we utalised the Clapham locations and took high-quality images of the food that would be on the Eco Kingston menu. The team spent time talking with Sami and Charmaine to ensure they fully understood the Eco story and what the brand means to them. 

A press release was created announcing the opening of Eco Kingston and circulated to all Surrey and London press, along with an invite to the launch event. We also connected with groups on social media such as In Kingston, to further assist us in our PR outreach.

We took over the management of the Eco social media, creating a build up to the launch. We targeted local community groups and Kingston University students in our follow campaigns to build awareness of the opening. 

We began building a mailing list by integrating the Eco booking system without CRM system and adding a subscribe button to the website. Google My Business and Trip Advisor pages were created. 

Next, we needed to plan the opening event. We carefully selected the best date which would ensure the onsite team was ready and there were no other local events happening that would effect our attendance numbers. We arranged entertainment and managed the guest list, inviting local influencers and high profile residents and business owners. We worked closely with the onsite team to ensure the menu was simple enough to cater on mass but gave guests a true taste of Eco.

We invited the Mayor of Kingston, who accepted and kindly gave a great speech and cut the ribbon at the start of the launch event.

Post event, we sent a follow-up email to all press, along with images of the launch as well as contacting all influencers and asking them to leave a review of their experience. 

The Results

The launch event was a great success. 20 local influencers attended with +1s with a total following of 225,084. This created a huge buzz on social media for the days following the event.

We gained 7 pieces of press coverage around the opening of Eco Kingston with an estimated readership of 712k and 41k coverage views. 

We made great connections with local community groups and local residents, giving us a far smoother approach for future marketing communications. 

What's next?

Since the launch, we have continued to work closely with Eco creating monthly PR and Marketing plans to help drive footfall into the restaurant. 

We want to build Sami’s profile and the profile of the restaurant group through PR and feature articles. We will maintain the relationships we have created with local journalists and inform them of all upcoming offers and events so they can share with their readers. 

Key Services Supplied

  • Marketing – Traditional and Digital
  • PR – Press releases/Influencer and Press engagement
  • Content Creation – SEO/Photography/Videography/Blog writing
  • Social Media Management
  • Reporting – Weekly/Monthly
  • Email Marketing
  • Strategic Planning
  • Event Management
  • Project Management

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From Refugee to Restaurateur - Launching Eggoland

Overview

Posh Cockney was hired to manage all Marketing and PR for professional boxer, Sohail Ahmad’s personal brand alongside the launch of his new restaurant EGGOLAND in central London. The following case study is a breakdown of what services were provided and how they were carried out.

Our Objective

Our objective was to use Sohail’s inspiring story to grow his own personal brand on social media and subsequently use this to promote and market the opening of his new restaurant and create an integrated and ongoing marketing campaign to ensure prolonged success.

Challenges

With Eggoland located in central London, we had to obtain press and media coverage within a highly saturated market and target a niche clientele in order to beat surrounding competitors. The venue for the restaurant needed to be completely transformed inside which meant we were promoting a new restaurant without any assets or images. Due to COVID, we also had multiple delays in opening the restaurant and being unable to release a definite launch date to the press meant that building momentum for the opening was complicated. We also had no website or social media to build on for the restaurant, so everything was created by the team at Posh Cockney. We had to ensure brand cohesiveness across the different marketing channels we were using.

Our Approach

Our team immediately focussed on getting to know Sohail and his values, using this to create an intricate understanding of his own personality for his self branding as well as an understanding of his vision for the restaurant and how he wanted it to be perceived in the press. 

A brand deck was created which we used to build a new website and social media channels to ensure that we had digital platforms to create momentum for the opening of Eggoland. 

Our approach with this client was to ensure that we implemented a PR and marketing strategy that enabled Sohail’s own personal brand to grow (via press coverage and social media) which could simultaneously increase the brand awareness of Eggoland and its big opening.

What we did 

We reached out to UK press, journalists and media channels to share Sohail’s story which simultaneously gave us the opportunity to promote the launch of his new restaurant. 

At the time, news of Afghanistan and the situation for refugees who were entering the UK was making headlines, we jumped on this, gaining news interviews and press coverage for Sohail, all with mentions of Eggoland. 

We created and implemented a social media strategy for the Eggoland account. We built momentum for the opening by releasing teaser content each week before eventually releasing branded content and assets which were both scheduled and targeted to specific audiences. 

We filmed and posted content of the construction process of the restaurant venue, striving to create and attract clientele by sharing the journey of the restaurant with them. 

Posh Cockney Productions created fun images of the food and venue, as well as an experience video, to help aid the marketing campaigns. 

We managed Sohail’s personal social media accounts and grew his following by ensuring he was engaging with the correct demographic that he wanted to connect with and also attract to his restaurant. 

We designed and built a website for Eggoland.

We planned and organised a launch event for Eggoland and invited journalists and influencers. This created a huge buzz around the opening.

The Results

Sohail’s Story and the opening of Eggoland got featured across multiple press channels including BBC, SKY, GBNews, The Metro, The Daily Mail and more. 

Pre-opening we landed coverage in 16 publications with an estimated 205k coverage views and 2.5k social shares.

Post opening we landed in another 25 publications with a readership of 1.1B reaching an estimated 933k people and with 1.25k social shares.

Everyone was talking about Eggoland! You can see some of this press coverage HERE.

Eggoland social media accounts grew by approximately 1k followers per month in the first 6 months.

What's next?

We will continue to build brand awareness for Eggoland through PR and Social media.

Since opening, Eggoland has launched a number of new menu items which we are supporting on. We have introduced the use of paid ads on Google and Instagram as well as email marketing and TikTok.

Key Services Supplied

  • Marketing – Traditional and Digital
  • PR – Press releases/Influencer and Press engagement
  • Content Creation – SEO/Photography/Videography/Blog writing
  • Social Media Management
  • Website development
  • Reporting – Weekly/Monthly
  • Budget Planning
  • Strategic Planning
  • Crisis Management
  • Event Management
  • Project Management

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Garden Cinema Set Up

Celestial Cinema host Ola and James Jordan

Overview

Posh Cockney were asked to create an eye-catching campaign that would create a great buzz on social media and across major publications. Using Celestial Cinema’s Home Edition kits, we created an at home cinema experience for James Jordan, focused around Father’s day, which launched a competition to win the same prize.

Our Objective

To build brand awareness and get people talking about Celestial Cinema. To create a campaign that would drive traffic to their website and ultimately, increase sales. The campaign was to be based around Father’s Day and promote their Father’s Day Hero boxes.

Challenges

We were working to a very tight time schedule, so securing a celebrity dad for our campaign, along with the availability of suppliers was a challenge.
Due to working with a well known celeb, gaining press coverage wasn’t a problem. However, the challenge came when ensuring the press coverage contained a strong mention of our client and their product.

Our Approach

Posh Cockney have been working with Celestial Cinema for over a year so already have a good understanding of the brand.


We know that to gain good press coverage, we need a good story, and a celebrity angle is always a great way to grab the attention of major publications. We made the decision to use a celebrity dad to launch a Best Dad in Britain competition, where the winner would win the same experience as the celeb.


The set up would include a huge cinema screen showing their favourite movie, drinks, snacks, a hot tub and incredible decor. 

What we did 

Celestial Cinema’s internal graphics team created an eye catching asset for social media. We fine tuned the details of the competition and shared it across all platforms simultaneously.

A new page was added to the Celestial Cinema website where people could nominate their Dad or Father Figure as the Best Dad in Britain, submitting the reasons why they think they would win. The winner would be announced on Father’s Day and would win the Ultimate Dad’s Night In.

Then it was time to focus on the big event.

The first job was to select and confirm a Celebrity for the event. We chose James Jordan as he had recently lost his own Dad and this would be his first PR event since. His wife Ola Jordan and little girl would also be in attendance, as well as a group of their friends and family. 

They have a beautiful, large garden with a pool, making it the perfect location.

Suppliers 

Next, we needed to confirm the suppliers. We used brands that either ourselves or Celestial Cinema had worked with before as we knew and trusted their servided.

Hot Tub – Clever Spa
Beer – Tiny Rebel

Food – One Fine Dine

Igloo – Glitz and Glam events

We created a press release and sent it out to all major publications informing them of the event and letting them know that we would be sending images the following morning.

Event Day

We arrived at James and Ol’s house in the morning and spent the day setting up, ensuring everything looked perfect.

Guests arrived at 7pm, to a selection of canapes and drinks. They had time to mingle and enjoy themselves before the movie was shown at sunset.

Posh Cockney Productions were there all day, capturing incredible images and videos.

The next morning, we sent a new press release along with exclusive images to journalists. We kept a few back just in case we needed something extra to wow them with in a follow up. 

The images were shared on social media, giving us another big push on the competition as people could see how incredible the prize was. 

James and Ola both posted the images on their social media, gaining incredible interactions. 

All that was left to do was wait one more week for Father’s Day so the competition winner could be announced! 

The Results

The campaign picked up coverage in some of the UK’s biggest publications and was shared across social media platforms.

The competition received 200 entries, which was lower than we had hoped for. However, the campaign drove 1.5k people to the Celestial Cinema website.

Celestial cinema also saw a big spike in sales of their Home Edition boxes during this period.

The competition also saw a large number of people enquiring how they can order the same experience for themselves, with a massive spike in newsletter sign ups.

Press Coverage 

The story was covered in Hello! magazine with an estimated 95.4K coverage views. The article was shared 74 times on social media. The article contained a click link direct to Celestial Cinema’s website.

The story was also featured in the Daily Mail with an estimated 280K coverage views.

James Jordan posted the event video to his Instagram feed, gaining 25k views.

What's next?

Posh Cockney continues to work with Celestial Cinema and their sister brand Stardust LDN. We are currently working on their summer brunch event. 

Key Services Supplied

  • PR – Press releases and Press engagement
  • Strategic Planning
  • Event Management
  • Photography and Videography
  • Social Media Management

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