Campaign: New York Grind Launch

Client: NYG

Brief: New York Grind is a new entrant in the very competitive coffee and restaurant scene in Dublin. They came to Imagine looking to make a big splash in the market. They needed an attention grabbing launch that remained loyal to the brand profile of a traditional New York cafe.

Solution: We developed a campaign that would bring New York to Ireland for the launch day. We wanted to get across the message that NYG is different and offers you a much wider variety and much better quality. We handled every aspect of the launch ranging from design to printing to event management.

Execution: In the build up to the launch we had 10 female brand ambassadors in full NYG branded Yankees uniforms distributing custom made coffee coasters to potential clients in the IFSC. This created a fantastic awareness campaign that was monitored online. We also utilised our online database to virally spread the word in advance. The launch itself was incredible. We constructed a 70ft x 15ft baseball batting cage with real turf in the middle of the IFSC. Customers could grab a NY style bagel and then have a few swings in the cage. We also had a fantastic NY style swing band in attendance. Our brand ambassadors added to the excitement on the day. We provided all of the security on the day, and it was needed as we had queues of over 100 people waiting to get in the front door.

Results: The launch was beyond everyone’s wildest dreams. 4000 people came through the restaurant throughout the launch day. The baseball batting cage was an unrivalled success and a welcome distraction on a Friday afternoon! We ran a survey prior to the campaign assessing customers eating and drinking habits in the IFSC. In the week following the launch we ran a similar analysis and we saw a dramatic increase in the awareness of NYG and also the amount of customers who listed NYG as their first preference for both coffee and lunch.