BACKGROUND
Ben & Jack’s steakhouse has been delivering the quintessential New York City steakhouse experience since opening its first location in 2005 on 44th street. After closing down for 5 years while the building was being renovated, the Ben & Jack’s family re-opened at their original location with a new upscale-casual 4,800 square footage. A visibility campaign was needed to re-associate the brand with New Yorkers.
Client: Ben & Jack’s Steakhouse
Year: 2019
Timeframe: 1 month
Main Service: Quick-response Public Relations
TASK
Indra PR was contracted to devise a campaign to extend Ben & Jack’s Steakhouse visibility in New York City.
STRATEGY
Indra PR devised a strategy that was two-fold. Firstly, they arranged a partnership between the restaurant and the United War Veterans Council with a double-decker bus [wrapped with the Ben & Jack’s logo] to carry war veterans along the Veterans Day Parade in New York City.
Secondly, the team secured Miss USA Olivia Jordan and had her join Chef Admir on PIX11 the morning of the parade alongside two veteran war heroes.
RESULTS
The campaign came off without a hitch generating extensive media coverage and brand exposure.
- PIX11
- CBS
- NBC
- ABC
- FOX
- News 12
- YAHOO News
- Huffington Post
- New Yorker of the Week
