Strategy and narrative for complex companies. I write the language leaders use and run launches that land.
Case Study: Fried Egg I'm in Love
Bringing a beloved Portland brand into its next chapter with media, message, and momentum.
To support the opening of Fried Egg I’m in Love’s second brick-and-mortar location, I led a three-month campaign focused on messaging, media relations, and a tightly executed pre-launch influencer event.
The goal: generate buzz and drive foot traffic before doors officially opened.
I started by clarifying how the new space extended the Fried Egg brand—and why it mattered. I developed launch messaging, crafted the announcement, and led outreach to local media, influencers, and tastemakers.
Despite a post-COVID climate and a surprise ice storm, we hosted over 30 media and influencer guests at the mid-January event, with another 20 redeeming offers at alternate dates. In total, 91 local press and creators engaged with the launch.
From posts on influencers’ and media’s Instagram and TikTok feeds and stories, to stories published in local media outlets, I earned a combined total of 62 pieces of coverage, for a total potential audience of over 63 million.
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.
