When tasked with launching an Argentinian steakhouse through purely digital channels, we put together a strategy and identity that would align the bricks and mortar experience with its online counterpart. Pulperia is a unique take on the many asados of Argentina, using the best beef and the freshest ingredients to refine the steak-eating experience.
Drawing inspiration from the restaurant interior, we put together a minimalist website, calling to mind rural living and encompassing the spirit of the Argentinean countryside. We used animation to bring texture to a digital space and a bespoke cow illustration to bring Argentina’s adventurous cuts to life.
Then it was time to get this restaurant filled with diners, without the use of VIP events or press nights. We sent out an initial introduction mailer, offering future diners 50% off for the first two weeks of launch, keeping foodies around Birmingham on the edge of their seats until opening.
Collaborating with two local editorial e-mags, I Choose and Style we launched two competitions to give away one free table every night during the initial launch period. Response was huge, and from our tactics, the restaurant received an overwhelming 2,000 bookings on the website within the first 24 hours of lines being open.