Made for New York: Turning Cultural Relevance into Commercial Results

The Challenge

Introduce California-based goop kitchen to New York City's competitive food market and generate high-volume launch buzz and customer leads.

The Strategy

Launch "Made for New York," a localised brand campaign featuring iconic local personalities to celebrate NYC's culture and grit across touchpoints.

Execution and Innovation

Integrated creator partnerships, earned PR, social media, performance marketing, CRM, and localised OOH placements across key city neighborhoods.

Results

Generated 973M+ earned media impressions, 22.9M OOH impressions, over 10,000 leads at a $0.98 CPL, and beat opening-day sales targets by 43%.

Judges' Verdict

"The campaign is built around a strong strategic platform that successfully combines cultural relevance with integrated marketing to support."