Building brand awareness through event activation

Last Fall, our REED team members had the opportunity to work on brand strategy and event management with a new-to-market Mediterranean-inspired dog food brand, REÁL MESA. This launch included a celebration in New York City with Chef and Cofounder José Andrés with a dog-centered pop-up event at Washington Square Park and media appearances on GMA3 and the Kelly Clarkson Show. These few days in New York City were rewarding as our team worked vigorously to cultivate brand awareness in a key consumer market.

Our team members shared the following insights on this project and how they successfully showcased the brand on the national broadcast stage through media and influencer relations.

REÁL MESA New York City Pop-Up Event

REÁL MESA, a Mediterranean-inspired dog food brand, employed REED to celebrate the brand launch in New York City while Chef and Cofounder José Andrés was in town. From a dog-centered pop-up event at Washington Square Park to media appearances on GMA3 and the Kelly Clarkson Show, the event aimed to cultivate brand awareness in a key consumer market and showcase the brand on the national broadcast stage.

The REED team coordinated all aspects of REÁL MESA’s dog-centric pop-up event. The event was communicated to local dog-friendly businesses, forums and hotels who were asked to attend and share the news with their community. The REED team also secured and coordinated a custom-wrapped food truck stocked with various REÁL MESA treats for the event. The REED team booked two live pet sketch artists to appear on-site and sketch drawings of each visitor’s beloved pet(s) to top the pop-up event off.

This eye-catching vehicle was the centerpiece of the pop-up event, and the truck was driven around the city’s most prominent locations after the event’s completion to ensure activation efforts were maximized.

REED secured 41 pieces of coverage, which reached an audience of 44.3 million in one week. Highlights include GMA3 and The Kelly Clarkson Show coverage and inclusions across 22 diverse event calendars and social media profiles. In the week following the event, REÁL MESA’s unit sales increased by 400 percent, and total Instagram impressions increased by 21,371.