• Knead - Satisfying Hong Kong’s Sandwich “Kneads”
  • Knead - Satisfying Hong Kong’s Sandwich “Kneads”
  • Knead - Satisfying Hong Kong’s Sandwich “Kneads”

Implementation

To boost awareness and drive customer traffic to Knead’s stores in Sheung Wan and Quarry Bay and drive awareness of their catering offering, we worked with popular fresh sandwich and salad restaurant Knead on a four-month campaign.

First, freelance journalists and lifestyle bloggers were invited to try Knead’s freshly made sandwiches and salads and sample the new canapé menu during happy hour. They shared their experiences on social media, which provided great content which Knead also reposted.

Second, through targeted executive profiling, the two co-owners appeared in an exclusive five-page print interview in Inside Retail Asia. We also promoted Knead’s catering menu with a number of targeted publications together with a special discount code for readers to try the store’s delicious sandwiches, salads and canapés.

Finally, we worked with Liv Magazine to develop their very own Liv Well Sandwich which appeared as that month’s in-store special. The Liv Well Sandwich was well publicised in print, online and on social media, and proved a popular choice among customers. This creative and engaging campaign achieved front page mention, full page feature and several social media mentions.

Measurement and Evaluation

  • 54 items of coverage from journalists and bloggers through online, print and social media
  • Total campaign reach/opportunities to see or hear about it: 4,759,380
  • Publications/bloggers who featured Knead: Sassy, Time Out Hong Kong, Inside Retail, Foodie, Honeycombers.