Stemming from Canada, Paramount Fine Foods is a franchise specialising in authentic Lebanese dishes. Continuing their global expansion, Paramount landed in the UK by the opening 3 brand new restaurants in London.

New and unknown in the UK, Paramount wanted to build awareness of the franchise and encourage excitement for a successful launch and build a new home in the country.

PM were tasked with introducing the franchise to UK audiences through new messaging and engaging campaigns across multiple channels.

The aim was to advertise the grand opening and gage interest with their diverse customer base, increasing footfall at the newly opened sites.

 

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objectives.

Recognising the opportunity to grow their franchise in the UK, Paramount needed a way to communicate who they are and what makes them unique.

After identifying their customers, our work focused on building brand awareness and an understanding what sets Paramount apart from their competitors.

To achieve that, Paramount partnered with Purpose Media to:

  • Develop tone of voice, brand messaging and a communication strategy to establish Paramount as a franchise within the UK.
  • To build excitement and awareness of the brand, especially on the build up to launch.
  • Deliver engaging multi-channel campaigns to increase footfall and create a base of return customers.
  • Create social media campaigns and a UK website, building their online presence.
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research.

Our team immersed themselves in the market to understand common problems Paramount’s target audience experience, how Paramount can solve these problems, and what differentiates them from other restaurants.

Our team visited Paramount, getting to know the story and history surrounding their franchise, as well as their goals and objectives.

We also took time to get a flavour for Lebanese cuisine and culture.

approach.

On completing research, we created messaging to help Paramount stand out and make an impression.

Purpose Media acted as an integrated marketing department. Offering the support of our multi-disciplined team, we were able to respond quickly to the requirements of a fast-paced global brand and the changing requirements of the restaurants as they approached the grand opening.

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messaging.

To introduce Paramount to UK audiences, we rebranded and changed the name from Paramount Fine Foods, to Paramount Lebanese Kitchen - for a more sophisticated, authentic and global perception.

Following this, we built new messaging around the core values of ‘fresh, authentic Lebanese cuisine’, including the strapline ‘Where the taste of something new begins’.

This messaging explained Paramount’s food by promoting the fresh ingredients and authentic heritage of the recipes and dishes. In addition, the strapline was created to build excitement – not only for the new opening, but also the dining experience on offer, giving audiences an alternative to the eating options they’re used to.

Happy with the messaging, Paramount also began to implement it into their other global chains.

advertising.

To build local awareness of the brand and opening, we ran advertising campaigns across different media. Including posters on the London Underground and digital roadside screens near each restaurant, including their flagship location on Gloucester Road.

In addition, we also created paid online campaigns, print adverts and editorials for relevant magazines and publications popular with their target customers, including Foodism Magazine for the food enthusiastic persona.

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video.

To better connect with their audiences and raise awareness, Paramount needed to increase their online presence across social media. To achieve this, we took control of managing their social platforms and delivered a range of organic and paid social campaigns to build following and online influence.

Video is an engaging way to connect with audiences. Visiting Paramount’s restaurants, we created a brand film that introduced the brand’s food and values to the UK.  For a bigger impact, we also created a film of the opening night, including interviews with key staff members and influencers, alongside a library of social clips depicting a slice of what’s on offer.

social media.

To better connect with their audiences and raise awareness, Paramount needed to increase their online presence across social media. To achieve this, we took control of managing their social platforms and delivered a range of organic and paid social campaigns to build following and online influence.

telling a brand story.

watch video

web development.

Paramount had no UK web presence, so we developed a landing page that acted as the hub for the UK chains, with the new UK centric messaging. The page includes the locations and maps of the London branches with downloadable menus to help encourage customers through the door.

pr.

We also invited a range of press, influencers and food bloggers to the opening night to further promote the brand and increase publicity surrounding the opening. This included video interviews shared on social media and a 3-hour live broadcast on Sunrise Radio.

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results.

Using multi-channel campaigns and delivery, the launch of Paramount’s 3 UK restaurants was a success – giving them a solid base in the UK.

As well as local awareness and footfall, we also improved the online presence and awareness of the brand. By managing their social media, we improved impressions by a delicious 9,206% during the launch – achieving 522,400 impressions on their social channels.

Through influencer partnerships, features and publications, we also achieved a total reach of 1,552,852 on online and print campaigns and 2,645,5200 on social for the launch campaigns.

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