Food Pedaler Anniversary Campaigns
Case Study
8-Year Anniversary
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.
10-Year Anniversary
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.
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.
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.