Brand Core and Rob Nicolas: With Instagram Community to Pop-Up Restaurant
For GastroGraubünden, Markenkern and Rob Nicolas showcase two friends on their way to opening their own pop-up restaurant. On Instagram, the community can follow the development of the restaurant as part of a web series and help decide on the most important issues, such as the menu or the name.
The GastroGraubünden association imparts knowledge about restaurant management. "Our training courses and courses are designed for anyone who wants to continuously improve as a first-class host or who wants to embark on the adventure of gastronomy as a newcomer," says Marc Tischhauser, Managing Director of GastroGraubünden. To publicize this offer, the association has brought the agencies Markenkern and Rob Nicolas on board.
Offering an experience
"We wanted to demonstrate GastroGraubünden's expertise in a likeable way and emphasize the practical relevance of the training courses on offer," says Giancarlo Derungs, project manager at Markenkern. "This gave rise to the idea of creating something 'real' instead of a pure communication campaign that the community can help shape and experience."
Robin Mark, Managing Director at Rob Nicolas, adds: "At the same time, we are using the attention for the association as part of the gastro story to create the basis for future communication measures with a clever campaign and tracking architecture."
During the casting in spring, the two young restaurateurs Nina Fopp and Jan "Smüde" Edelbauer were won over for the project. The gastro story went live with the first episode on August 19. Until the pop-up restaurant opens on October 25, there will be a new episode to discover every other Monday at 3 pm.
Responsible at GastroGraubündenMarc Tischhauser (Managing Director). Responsible for brand coreGiancarlo Derungs (project management, strategy, PR); Fabio Aresu (strategy). Responsible at Rob NicolasRobin Mark (strategy, conception); Christian Ritz (content production); Rahel Egli (conception, digital advertising).
