Opportunity
In October 2020, bicom partnered with Lambo’s Deli & Grocery to lead the PR strategy and execution for their sandwich shop opening in Toronto’s Trinity Bellwoods neighborhood. In the spirit of supporting local, bicom worked pro bono, continuing an agency-wide mission to help small businesses succeed through the COVID-19 pandemic.
While Lambo’s opening made a big splash with locals, they were looking to share their story to reach a larger audience with a strong, strategic media relations offensive.
bicom’s PR initiatives:
- Formally introduced Lambo’s Deli, their offering and their origin story to local and national food, lifestyle, hospitality and business media
- Showcased the founder, Justin Leon, through targeted online, print and broadcast media pitching
Actions
Over the course of October 2021 – April 2021, bicom:
Deployed 2x pitches to Toronto and national media contacts
Lambo’s Deli // Restaurant Opening Announcement
Lambo’s Deli // Justin Leon // Founder Story
Managed ongoing media visits and tours, sampling requests and interview opportunities
Results
Through ongoing, personalized conversations with media, bicom was able to secure:
40 pieces of media coverage
33 digital publications
6 print publications
1 radio broadcast
In total, the media relations campaign achieved 15,040,331 Impressions.
