Pollo Tropical wanted to celebrate the opening of its first Dallas city-center location though the DFW market had become saturated with openings in surrounding cities.
SPM recommended shifting the majority of consumer campaign to surrounding neighborhood organizations and residents due to the nature of this tightly knit community. Activations included: SMU campus integration, large-scale samplings, VIP events and a media preview event.
The SPM team spearheaded all efforts from the media preview event to VIP events and the ribbon cutting, resulting in nearly 1.5 million broadcast, print and online impressions. SPM secured a broadcast cooking segment with KDFW FOX4 and media mentions in the following prominent DFW outlets: Dallas Morning News Guide Live, CultureMap Dallas, He Said Magazine and White Rock Lake Weekly.