The Loveless Cafe x Southern Living
For over 70 years, the Loveless Cafe has been a Nashville landmark, extending warm hospitality and a delectable menu to families and friends. Welcoming over half a million visitors annually with its iconic neon sign and churning out up to 10,000 biscuits daily, the Loveless Cafe remains true to its Southern roots, offering meals that foster conversation, laughter and love. Looking for further growth, the iconic brand engaged REED to aid them on their mission to obtain a unique piece of coverage in one of their dream publications, Southern Living.
INSIGHT
Media relationships are a marathon, not a race.
STRATEGY
Leverage a beloved local business’s brand for a unique appearance in a legendary publication.
ACTIVATION
After securing the Loveless Cafe in Southern Living on several occasions, the REED team utilized relationships with pertinent media contacts to discover and vet additional, more niche opportunities with the publication. Due to this persistent and ongoing relationship with Southern Living, the REED team landed the brand an appearance at the Southern Living Test Kitchen.
Once a month, an iconic Southern restaurant has the opportunity to present and cook its favorite dishes for the Southern Living and Dotdash Meredith editors at the Southern Living Test Kitchen at its headquarters in Birmingham, AL.
RESULTS
REED secured the Loveless Cafe a placement in Southern Living, which resulted in 3 additional syndications and one social media post. Combined, the reach of these hits was more than 372,000,000. The brand’s Southern Living Test Kitchen appearance also led to two additional online stories and presented the Cafe with the opportunity to participate in the 2023 Idea House in Leipers Fork. Being selected to be a part of the Test Kitchen is a tremendous honor and will undoubtedly open the door to even more opportunities with Dotdash Meredith.