PR and media relations for the grand opening of Soupergirl's M Street location.


The Challenge

We were brought on to help build buzz and garner press coverage for the new Soupergirl store on M Street in Washington DC. The store opened in the summer, when most people aren’t thinking soup, so we had to get creative about pitching to the media. In addition, the shop is tiny so we needed a clever solution for getting lots of press attention.

The Solution

Instead of doing one big media event, we hosted a series of intimate media parties at the shop to showcase the client’s popular vegan soups and salads. We invited a combination of traditional media, bloggers, and soup loving VIPs to experience the client’s delicious and healthy produce. We also crafted different pitches to appeal to health journalists, foodies, vegans,  vegetarians, and those who follow a kosher diet.

The Results

Even though it was in the middle of the summer, we were able to attract lots of media coverage through targeted pitching, great images of the client’s product, and an earned social media promotion via Living Social and other networks. Coverage included Washington City PaperDCist, Eater DC, Brightest Young Things, The Hungry LobbyistZagat, and many others as well as social media mentions from Living Social, Edible DC, and more. Soupergirl was also featured on Fox 5 TV’s “Laura’s Likes” segment.

Media Highlights

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