Popular Irish eatery Boojum appointed us to support the launch of its first restaurant launches in England! The Irish brand opened in Leeds, Nottingham and Birmingham in 2024 as part of its ambitious growth plan to open 25 new restaurants in the next 5 years. The PGHL team’s brief was to create anticipation and excitement for the launches through media coverage and events, and to generate footfall to the new outlets.
To build anticipation for the launches we proposed a fully integrated campaign including, PR and media relations, advertising, social media, video content and influencer collaborations.
As well as hosting influencer visits, we gave press an exclusive ‘first taste’ of Boojum which included flying key journalists out to Ireland ahead of the first launch in Leeds, to show them what to expect from this bold and vibrant brand.
Alongside this we managed each launch event and experiential activations, which included giveaways and free merchandise and 300 free burritos on launch days. Mild hysteria followed with over 3000 people combined descending on Boojum on its launch days, with long queues of excited Mexican food-lovers. Hundreds more visited in the days that followed.
