Purple Riot was appointed to launch Bob & Berts’ first Cheshire venue at Golden Square Shopping Centre, introducing the brand’s Proper Coffee, Great Grub proposition to Warrington.
We delivered the campaign in two phases, building awareness early before turning that attention into anticipation around the opening.
The first phase announced Bob & Berts’ arrival in Warrington and positioned the new venue as the next step in the brand’s UK expansion. We targeted local, regional, business and hospitality media, creating the first wave of coverage ahead of launch.
For phase two, we revealed the opening date alongside Press for Free Grub- the campaign’s central launch hook and opening-day activation. The promise of free food gave media a stronger story than a standard venue announcement and gave the public a compelling reason to visit on launch day.
The day before opening, we hosted an exclusive first-look preview for local media, creators, sporting talent and personalities.
More than 30 guests experienced the new venue, sampled the menu and met the Bob & Berts team ahead of the official launch.
Guests included the Warrington Guardian, Warrington Worldwide and Warrington Scoop, alongside Warrington Wolves players, professional boxer Conor O’Rourke, actress Candice Blackburn and a targeted mix of local food and lifestyle creators.
The preview generated early recommendations, media coverage and social content, putting the new venue in front of engaged local audiences before the doors officially opened.
We continued the campaign post-launch through targeted influencer visits, inviting local food and lifestyle creators to experience the venue and share authentic content.
Press for Free Grub connected the campaign’s media story with a physical brand experience in the heart of the Golden Square Shopping Centre.
Our sister agency Riot House, developed the activation from initial concept through to production and installation. The 3 x 3m fully branded wall featured six oversized buttons with lighting and sound effects which when pressed, distributed a mix of food, drink and surprise reward vouchers related to the venues menu.
The activation gave the campaign an experiential and impactful presence in the shopping centre, turning the launch story into something shoppers could take part in. It drove interaction, generated shareable content and gave people an immediate reason to visit the new venue.
The integrated launch campaign secured over 100 pieces of earned coverage, generating a combined reach of more than 22 million with 100% positive sentiment.
Coverage included a double-page print spread in the Warrington Guardian, while media outlets resharing the story and content from our targeted creator campaign generated a further potential social amplification reach of more than 912,000.
More than 30 media, creators, sporting talent and local personalities attended our first-look preview and targeted visits, creating early recommendations and a strong stream of authentic content around the new venue.
More than 100 Press for Free Grub vouchers were redeemed on launch day, turning campaign awareness into direct interaction and footfall for the new café and despite a very wet and windy launch day, the venue was full from the moment the doors opened until close.
By connecting the PR story, creator activity, first-look experience and Press for Free Grub activation, the campaign built momentum ahead of launch and turned it into real footfall on opening day, making Warrington the most successful site launch in Bob & Berts’ history.
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