Red Lentil Vegetarian & Vegan Restaurant

Restaurant Crisis Comms, Web Design, Marketing

Watertown & Sharon, Massachusetts

The Challenge

Maintaining a relationship with a community

We don't often perform ongoing marketing anymore, but Red Lentil is one of our oldest clients, so we continue to help them out as we did most brands in the past.

Throughout the year, we support both locations in designing and maintaining campaigns for events and promotions, redesigning their website, managing their social media channels, and creating email marketing campaigns.

 

Throughout the life of the brand—spanning more than 10 years of loyalty between us—we have created print collateral, redesigned menus, and digital graphics to support their various needs. Particularly: In times of crisis.

The Relationship

Crisis communications and brand loyalty ... one post at a time

Our relationship kicked to a new level when, on April 19, 2013, the Boston Marathon bombing occurred. The assailants ran right past Red Lentil. We united to build a campaign to raise money for One Fund Boston and helped promote a healing brunch for the neighborhood. (Scroll down for more or view the case study.)

 

And yet again during COVID-19. We worked tirelessly to keep the restaurant open and their staff paid. We cried together. We survived together. (As a result, we were interviewed for a national podcast and gained much recognition for our crisis strategies for small businesses.)

The Strategy

Maximizing exposure and growing into new markets

We have worked for years to maximize the restaurant’s exposure, attract and keep loyal customers, and further their already stellar reputation in the neighborhood. We maintain their active marketing & PR presence on all levels. In 2021, we launched their second location.

  • Design: We have redesigned their menus and business cards to have a more rustic feel, which corresponds with sustainable and design upgrades they were making to the interior of the restaurant.
  • Campaigns: We develop posters, double-sided table cards, email marketing campaigns, and manage social media events, posts, and interaction for Facebook, Twitter, and Instagram.
  • Awards: We create email campaigns and social media posts to encourage voting and to spread the word. Our efforts to promote their nomination for the 2013 People’s Choice Nature’s Plate Award helped them win by popular vote.
  • Featured Spots: We promoted the chef’s appearance on television shows, such as Beat Bobby Flay, and food demos at trade shows and on local television stations.
The Results

Overlapping Multi-Channel Holiday Promotions

During the holidays, there is a big push, and that requires organization and strategy.

  • Facebook & Instagram posts experienced incredible engagement. No events or posts were boosted. $0 PPC advertising dollars were spent.
  • Thanksgiving Harvest Dinner event sold out.
  • Over $11,000 in online gift card sales generated in just 5 weeks.
  • Hundreds saw and/or responded to their Facebook Event and email marketing.
The Strong Campaign

The shootout was just a block away

We received a call early that morning. The chef and the staff had decided to serve brunch for free for 5 hours the next day, a gesture they hoped would help heal the community. We had less than 24 hours to attract as much viral reach and press as we could.

  • We updated their WordPress website by adding a Boston Strong–related slide to the homepage slider and creating a landing page that we could drive people back to throughout the day.
    Results: 456% increase in visits; 1900+ visits to landing page
  • Our most aggressive tactic, we used Facebook to make the brunch go viral. We changed their cover photo and created a Facebook event. Then starting promoting it (unpaid).
    Results: The initial promotional post was seen by 17,500+ people, shared 130 times, received 188 likes, and commented on numerous times.
  • Twitter provided excellent access to local media and helped push the event to a new level, particularly with the use of hashtags like #BostonStrong. People sent out pictures from the event mostly from Twitter and we kept the interaction going and showed our appreciation.
  • We sent an email to their list to promote this event.
    Results: 52.32% open rate, 29.81% click-through rate
  • We reached out to local news media like the Boston Globe to promote the event.

In honor of his generosity, we did not charge the client for this project.