Introducing a national brand to Michigan
sweetgreen arrived in Michigan with strong national brand equity and a new regional media landscape to win over. In partnership with The Brand Guild, we turned a national story into local relevance for the brand's first Michigan location in Birmingham.
A national brand in a new local landscape.
sweetgreen entered the Michigan market with strong national recognition but faced a new regional media ecosystem and consumer landscape. The challenge was translating a national brand narrative into locally resonant storytelling, while keeping the brand consistent during the Birmingham launch.
Local relationships first.
We partnered with sweetgreen and The Brand Guild on a localized earned media and influencer strategy built around three priorities:
- Authentic local relationships
- Media-first launch execution
- Community credibility and visibility
On the ground for opening week.
“You'd be hard pressed to find someone more knowledgeable about the Detroit market than Kiana. We hired her to bring a national restaurant concept to the Detroit area, and despite our limited scope, she went above and beyond and always made us feel like a priority. She's more than a consultant, she sees herself as an extension of your team and was instrumental in helping us hit our goals.”
A strong Michigan introduction.
- 17+ earned media placements
- 148 million+ earned media impressions
- High engagement from media, influencers and community leaders
- A successful Michigan market introduction with consistent brand messaging
Get the Communications Readiness Checklist
The questions we ask every client before a launch, announcement or hard moment.