How to Leverage Black Friday Without Focusing on Discounts

PR | Social Media

Friday 2nd December, 2016

Black Friday has fast become one of the biggest days of the year in the national retail calendar! But it’s not just the shopping brands that can benefit from this popular retail trend.

Big Cat’s PR team worked closely with one of Birmingham’s most loved Italian restaurants, Pasta Di Piazza to create an idea that enabled the brand to leverage the success of the popular retail phenomenon which didn’t just concentrate on just giving a discount, but also enabled the restaurant to profile the large variety of fresh pasta dishes available.

Working closely with Pasta Di Piazza’s head chef we decided to create some ‘Black Friday’ themed dishes which would be exclusively available for one day only. The kitchen team created three unique dishes infused with squid-ink (yes, there is such a thing) which helped to make the dish appear black thus relating to the ‘Black Friday’ theme. These included; Risotto Nero with baby octopus and baby squid, freshly prepared Linguine con Gamberi with crayfish and giant prawns and fresh seabass-filled ravioli with white wine, garlic and clams.

Pasta Di Piazza_Black Friday_Risotto

To profile these dishes we invited media to sample the Black Friday specials prior to their Black Friday shopping spree enabling us to secure coverage in regional media outlets such as, What’s On Birmingham, JQ BID and Dine Birmingham to name a few. Along with securing coverage, we received some brilliant support through social too, providing lots of user generated content, with many people intrigued by the uniqueness of the dishes.

Businesses of every size, in any industry can take advantage of the huge potential national dates like Black Friday has to reach mass audiences.  The most important thing is making sure you plan for it in advance and map out the possibilities it could mean for your brand so you are able to react to them in plenty of time.

Pasta Di Piazza’s black themed dishes were easy to implement and extremely cost effective but had huge talkability among our target audience helping to create maximum impact and reach.

Don’t forget, Pasta Di Piazza is also the host venue for our monthly Digital Marketers Meet-Up – join us for our Digital Christmas Quiz in December! More details here:

Written by Keshia Chauhan Marketing Account Manager

Friday 2nd December, 2016

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