CHALLENGE: Keeping an Icon Current
Ivar’s is a nearly 80-year-old Seattle restaurant brand with a reputation for offering hungry diners award-winning seafood fare. The brand has a quirky personality that started with its late, great founder, who was famous for his publicity stunts. While longtime fans remain loyal and visit the restaurants and quick-service locations, Ivar’s needs to continuously stay top of mind and relevant in a foodie-driven city, where new restaurant concepts are always on the rise.
Strategy: Make a Creative Splash
We have provided PR, marketing and social-media support to Ivar’s for several years, upholding the brand’s tradition of thriving from earned and owned publicity. We help concept seasonal and annual programs that put a unique spin on traditional dining holidays and promotions. Some of our favorite “stunts” include:
- A kooky clam-chowder vending machine that media fell for—hook, line and sinker—on April Fool’s Day
- Offering fish-and-chips “futures,” where people could buy certificates at today’s prices and use them for meals in the decades to come, rigging off state-run college tuition credit purchases that were making headlines at the time
- Sending the famous “dancing clam” all over the city—including a starring role in Ivar’s cookbook trailer video, with more than 115,000 views
- A stellar re-opening ceremony for its flagship waterfront restaurant, complete with comments from the mayor and a “clampagne” toast
In addition, we also support Ivar’s community connections and strong business reputation. Our team provides counsel and media relations surrounding civic issues when Ivar’s is involved, given that the company is often turned to for comment from a leadership perspective.
Results: Seafood Success
Year-over-year, we continue to drive brand affinity and foot traffic for Ivar’s. During 2016 alone, our efforts garnered more than 270 million impressions in marquee media outlets throughout the Pacific Northwest and beyond. Coverage appeared in USA Today Travel, BuzzFeed, MSN, the Los Angeles Times, Nation’s Restaurant News, Thrillist, Seattle magazine, Seattle Met magazine and many more, amounting to a 70% lift in reach year-over-year.
Earned Editorial Placements
Social media fans gained