Campaign:

Cin Cin’s Moretti Gran Tour

"Working with Pleece & Co has given me a dedicated team to maximise the exposure for my business and brand as it grows this year. I can focus on landing the bookings and partnerships in the knowledge that I can count on Christina and Gary to make the most of those opportunities and reach as many people as possible."

- David Toscano, Director, Cin Cin


Background:

Firing up their vintage Fian van in 2013, Cin Cin took to the streets to share their authentic Italian antipasti and Prosecco at some of the finest fairs in Sussex. It wasn’t long before they brought their dishes indoors with sell-out pop-ups, and started serving their bubbles & nibbles at weddings and events across the country.

The Brief:

Cin Cin were invited by Birra Moretti to join them on the Moretti Gran Tour. A whirlwind 12-date tour across the UK, Cin Cin were asked to teach hundreds of master classes to eager students wanting to learn how to make an authentic bowl of Italian raviolo from scratch. Cin Cin needed support across the website, blog content, email marketing and social media for the lead up to, during and post-Tour.

Execution:

We pulled together a seven-week activity calendar, pinpointing key dates of the Gran Tour, including events, PR opportunities, photography and artwork deadlines, as well as social media content, blog and email content – all signed off by David Toscano, the brains behind Cin Cin.

We recognised the importance of storytelling and imagery, which would be key to the success of this project. The imagery should capture the fun nature of the brand, whilst concentrating on the craft and creative side of cooking.

The first photo shoot focused on the recipe that would be taught, and the chef who would be teaching it – executive chef Luke Robinson, graduate of Jamie’s Fifteen project, former head chef at Ristorante Citrus, Umbria, and executive chef at Bonnie Gull. The second shoot took place during one of Cin Cin’s Italian master classes, at Space Studios, London.

This imagery was used as a basis for future content on Cin Cin’s social media platforms, as well as in blog and email content, to promote the Tour dates in Edinburgh, London and Leeds, and was also used by Birra Moretti’s PR agency in their promotional material.

Working closely with David, we supported Cin Cin’s social media platforms according to an agreed content calendar, including Facebook, Twitter and Instagram. We designed an email template especially for the Moretti Gran Tour, and rolled out an email marketing campaign that promoted ticket sales, blog content and competitions. We also updated the website to shift the focus from their vintage van to the natural progression of the brand – events and weddings. This included re-writing website copy and updating the Gallery to feature videos and select imagery for the four key areas of the business.

The Results:

Every class of the Moretti Gran Tour was sold out, with 1 in 6 tweets around the Tour mentioning Cin Cin, and over 50% of Tour content shared on Instagram celebrated the Italian master classes.

We also saw social interaction from key influencers like Jamie’s Fifteen Project, The Graphic Foodie, Keep Calm and Fanny On, Event Magazine and This is Edinburgh.

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