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Portland, Oregon. Falling in love with the art of everything.

Case Study: Fried Egg I'm In Love

Support for new brick-and-mortar restaurant, influencer and media preview event

Overview

Since launching their first food cart in 2012, Fried Egg I’m in Love has consistently crafted what many consider to be Portland’s best breakfast sandwich. Their inventive sandwiches named after music puns have made Fried Egg I’m In Love and beloved Portland institution. When they prepared to open their second brick-and-mortar location in North Portland, I eagerly embraced the opportunity to lend support.

The Task

Over a three-month period, the project focused on media relations and the planning and execution of a media and influencer event, strategically scheduled ahead of the restaurant’s official opening. The objective was to heighten awareness of the new establishment and generate momentum for its initial months of operation.

Process

Starting with a goal-setting and key messaging session, our mission was to define the new space within the Fried Egg brand, highlighting its unique features. I crafted and distributed a press release formally announcing the impending restaurant launch and pitched media directly, while simultaneously extending invitations to media and influencers for our event.

The Event

Navigating the challenge of driving media and influencers to an in-person event post-COVID, we enticed a remarkable 91 attendees to our mid-January event. Despite an impending ice storm, we decided to proceed as scheduled, successfully hosting 32 writers and influencers. For those who couldn’t attend, we offered a flexible alternative - redeemable on two upcoming Fridays, they could enjoy a sandwich and a cocktail or mocktail on us. 20 influencers took us up on our offer and were hosted by Fried Egg I’m in Love’s excellent team.

Results

From posts on influencers’ and media’s Instagram and TikTok feeds and stories, to stories published in local media outlets, we earned a combined total of 62 pieces of coverage, for a total potential audience of over 63 million.

 

Our targeted outreach to local media outlets yielded impressive results, including live broadcast features with KGW and KOIN, along with articles in EaterPDX, and the Willamette Week.

Key Learnings

WIth 12 years of dedicated brand building, Fried Egg I’m in Love has cultivated a beloved, iconic brand with clear messaging and impeccable execution.

 

This strong foundation significantly eased the task of capturing the interest of media and influencers for the second location, a fully realized version of Fried Egg I’m in Love. Collaborating with their exceptional team was an honor!

Stack of Fried Egg I'm in Love's breakfast sandwich at their new N. Mississippi Ave. Location
Three breakfast sandwiches and coffees at Fried Egg I'm in Love's new N. Mississippie Ave location in Portland
The bar at Fried Egg I'm in Love's new N. Mississippi Ave. location in Portland
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