Challenge: Born out of the freewheeling hippie culture of the 1970s, Mellow Mushroom delivers classic southern-styled pizza and ice-cold beer in an unforgettable environment. The three Colorado locations were looking to generate brand awareness through media relations and social media to establish the locations as top destinations for craft beers, cocktails, and pizza.
Process: The locations hadn’t done many promotions in 2015 and were looking for a well-connected partner with market knowledge and that approached the project in a very non-traditional way since the restaurant is far from ordinary. Scream Agency handled media relations, including press kit materials and releases, to social media content, advertising and event planning.
Results: Throughout the course of our two-year partnership, we helped the brand stay relevant amongst its competition through work including a Brew Bus Tour during the Great American Beer Festival, media relations announcing events and new menus, e-newsletter correspondence to thousands of subscribers, and our creation of content, and creative for social campaigns. In 2015, we generated 2.98 million impressions on social media. We reached 16,783 new customers and engaged with 2,030 of them directly leading to $153,134 in sales.