Case Study
In 2021, I launched a campaign to celebrate Food Pedaler’s 8th year in business and to build brand awareness in the local St. Louis community. With four of our partner restaurants–Hello Juice, The Cup, Pie Guy Pizza and Pickles Deli–we collaborated to create new “Pedaler” themed menu items–Pedaler Juice, Pedaler Cupcake, Pedaler Pie and Pedaler Sandwich, respectively.
I hired a professional food photographer and scheduled a photoshoot to take hi-res food photos.
I promoted the campaign through Food Pedaler’s social media, newsletter, print posters and a press release I pitched to local media.
St. Louis Magazine featured the collabs in an online roundup.
Their website gets approximately 410,000 unique monthly visitors (UMV), according to SimilarWeb.
Sauce Magazine shared the news in their newsletter Edible Weekend.
I was unable to find subscriber metrics for this newsletter, but Sauce Magazine’s website traffic is about 147,700 UMV.
Abby Llorico, a news anchor and podcaster at NBC affiliate KSDK, gave us a shoutout on her podcast Abby Eats St. Louis.
CWE Scene, the online directory of Central West End (one of the communities Food Pedaler operates in), covered us in their “Things to Do” weekly roundup.
Their website traffic is about 24,500 UMV.
Our four participating partners shared their collab item on their own social media. I also connected with several local community Instagram accounts, including @stlouisgram (112,000 followers), @cwescene (22,200 followers), @greendiningstl (2,700 followers) and @marylandplaza (1,600 followers), who each posted about one collab item.
This year, Food Pedaler turned 10 years old. For this big milestone, I ran a community-wide campaign to deliver 1,000 free cupcakes from our partner The Cup. I began the campaign by building a landing page and sharing it through our newsletter, then later promoting it on our socials.
Each cupcake we delivered came with a promo card displaying a QR code. When scanned, a customer is taken to a landing page featuring links to start a conversation with a chat bot I built using ManyChat.
The customer can choose between Messenger, Instagram and WhatsApp, and when they start the conversation, the chat bot offers them $10 off an upcoming order, collecting their contact info in the process. Using Zapier, I programmed in some customizability, where the chat bot “knows” if someone is a brand new customer, is a regular, or is in our database but hasn’t ordered in a while, and gives a different response based on each person’s experience with us.
Two weeks later, I sent a press release about our milestone to local media, and pitched them on telling the story of how far the business has come these 10 years.
St. Louis’s local FOX affiliate invited us to the studio to shoot an on-air segment discussing the business’s milestone.
I was unable to gather exact viewer metrics for the segment, but FOX 2 Now’s website gets approximately 3.9M UMV.
Alternative newspaper Riverfront Times ran a Q&A online and in print.
Riverfront Times’s website gets approximately 761,100 UMV.
St. Louis Magazine mentioned us in the intro of their Dining newsletter, which reaches 65,000 subscribers.
Both anniversary campaigns strengthened Food Pedaler’s brand, increased sales and grew our customer base. Launching the special collaborations built greater trust with our partners who participated, and led me to discover new, creative ways to increase brand awareness in a local market.
The press appearances I landed in influential local media outlets improved our credibility and SEO, and made for excellent, social media shareable content, amplifying our brand credibility even further.
I gained valuable experience ideating, planning and executing two campaigns that that could be iterated on in the future. Not to mention, they were a ton of fun to pull off successfully.