BuJo – Burgers Better

Challenge

BuJo, the brand-new burger joint, sought to change perceptions about fast-casual dining and how we feel about burgers. This humble, independent restaurant faced challenges of creating brand awareness given the wealth of well-established larger players in the competitive market.

Approach

Through a strategic media relations campaign, we sought to position BuJo as the best burger offering in Dublin. We believed there was a real opportunity for BuJo to enter the market as the most sustainable offering and the only chef inspired burger joint. We built the profile of BuJo’s Culinary Director Grainne O’Keeffe as the driving force by emphasising her expertise and the quality of the menu. By introducing BuJo to food lovers and KOLs we drove brand awareness of its innovative approach to fast-casual dining and commitment to sustainability.

Result

With no advertising spend the campaign relied entirely on its PR and media relations strategy alongside an organic social media campaign. We generated consistently positive coverage across the opening period which included strong coverage in the Irish Times, Sunday Independent and Sunday Times. The overall campaign scooped the Best Consumer PR campaign at The Awards for Excellence in PR. In addition, BuJo was awarded Bord Bia’s Just Ask Restaurant of the Month and was named ‘Best Burger in Leinster’ by Burgerfest.