sweetgreen's Michigan launch in partnership with The Brand Guild
Opportunity
Execution
sweetgreen entered the Michigan market with strong national brand equity but faced a new regional media ecosystem and consumer landscape. The challenge was translating a national brand narrative into locally resonant storytelling while maintaining brand consistency during the Birmingham, Michigan launch.
Strategy
Ki Takeaways Communications partnered with sweetgreen and The Brand Guild to execute a localized earned media and influencer strategy that prioritized:
Authentic local relationships
Media-first launch execution
Community credibility and visibility
Reviewed and refined launch messaging for Michigan audiences
Served as local media liaison
Coordinated press and influencer access during opening festivities
Supported social storytelling and community engagement
Managed on-site media logistics and relationship facilitation
17+ media placements
148+ million earned media impressions
High engagement from media, influencers, and community leaders
Successful Michigan market introduction with consistent brand messaging
Services Provided:
Public relations, media liaison support, messaging review, influencer coordination, launch logistics
“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.”
Impact
sweetgreen in the media
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