Pure Grit BBQ
Pure Grit BBQ is a women-led restaurant serving up delicious vegan barbecue in the New York City area that opened in May 2022. While Pure Grit BBQ previously made a name for itself selling its renowned barbecue sauces, the brand was opening its first storefront and needed to build awareness among the local New York market. Pure Grit BBQ engaged Interdependence to launch the brand with the goal of becoming a go-to barbecue spot for New York locals and tourists.
Interdependence crafted a creative and catchy public relations campaign to set Pure Grit BBQ apart from its peers and build anticipation for the grand opening. We knew the only way to get media to write about the brand was by experiencing it for themselves. Layering both a proactive and reactive approach, we offered media exclusive one-on-one tastings with the women-led team as well as tapped into innovative, timely social media food trends for innovative angles to capture national attention. We accomplished our goal of securing coverage in top-tier national, food & beverage, hospitality, and lifestyle outlets, bringing awareness to Pure Grit BBQ’s new NYC restaurant and delicious menu items.
Over the course of four months, Interdependence secured 65 placements resulting in more than 1 billion media impressions.
Audience
Effectively reached key audiences within food & beverage, hospitality and lifestyle spaces
Key Outlets
Secured coverage in key outlets such as Forbes, New York Times, Eater, Time Out and Infatuation
Media Tastings
Secured 40 top-tier media members for tastings at Pure Grit BBQ resulting in coverage in BuzzFeed, Salon, ABC 7, The Beet, PopSugar, and Veg News
Ad Value Equivalency
Earned more than $5.5 million in Ad Value Equivalency in four months
See increases of 300-400% in conversion rates powering far more media placements.
