Local Green Atlanta was designed to expand access to fresh food and improve health outcomes in Atlanta’s underserved neighborhoods. Initially starting out as a food truck, the Local Green concept has grown and flourished, and they have since scaled to a brick-and-mortar restaurant in Atlanta’s Westside community. More recently, Local Green opened up shop in Walt Disney World Resorts and became the first Black-owned food truck in Disney Springs, bringing a twist on vegan, vegetarian, and pescatarian foods to the Orlando market.
Local Green & Disney Springs® – Public Relations
Challenges
- Amplifying the new location in the Atlanta market while introducing the brand to the Orlando market and its audiences – in 30 days.
- Telling a compelling, authentic, and consistent story about the Atlanta brand's expansion to Disney Springs.
- Developing a digital campaign strategy to announce the new location in parallel with the Disney team while garnering positive sentiment and social chatter.
Solutions
- Supported media development specifically around Black History and Women’s History Month.
- Developed an organic strategy to announce the new location in the Atlanta and Orlando markets, which garnered the following results:
- 122+ Impressions
- 100% Positive Sentiments
- 980+ Engagements
- 25+ Placements
- Developed strategy, copy, and creative for two coinciding digital campaigns for the brand to tell the story of its expansion and continued commitment to communities of color. The campaigns resulted in the following:
- Accounts Reached: 79.6K+
- Impressions: 15.2K+
- Views: 10.8K+
- Supported executive communications with new headshots and bios for press and media use.
