How to POSITION YOURSELF AS A DESTINATION RESTAURANT
Founded in 2004, Obicà Mozzarella Bar is an Italian restaurant group with eateries in Italy, London, New York, Japan and Portugal.
Each Obicà restaurant shares the same passion for good Italian food, made with high-quality, fresh ingredients, providing an authentic Italian experience each and every time you visit. We know - we’ve visited lots.
We were tasked with positioning Obicà as a destination restaurant; increasing brand awareness and footfall at their London & New York restaurants. In essence - making social audiences hungry! In addition, showcasing the breadth of the menu with Obicà’s ethos of ‘food to share’ in mind.
a strategic Influencer Marketing campaign
First - we defined the audience we wanted to reach and then selected Influencers in our network who engaged with these audiences everyday, on social.
We chose to work with luxury lifestyle and food content creators, adept in crafting high quality, mobile-first video content.
We then devised a brief; Influencers were encouraged to highlight the variety of authentic Italian experiences at Obica including their Brunch Menu and Mozzarella Bar Experience. In short - create foodie FOMO (!) content in a format optimised for their audience including Instagram stories, Reels and static photography.
Finally, creative content was approved by the Agency A Team (for quality, consistency and often - food envy!) before going live on the Influencer & Obica channels.
The campaign was successful in attracting new and entertaining existing social audiences about the Obicà brand and their authentic Italian offering, in particular in highlighting seasonal dishes with the objective to increase bookings/footfall in the restaurants.
Obicà consider Influencer Marketing an integral part of their Marketing activity - we’re proud to support them with their activations in London & New York.