The Loveless Cafe is a beloved Nashville attraction and restaurant that has graced the pages of many magazines and newspapers. However, the Loveless team was looking to ramp up their coverage and implement some fresh ideas. That’s where REED came into the picture.
A storied past and a keen eye on the future are a recipe for PR success.
REED’s strategy centered around the Loveless Cafe’s exceptional retail products, approachable personality and historical significance.
Our team executed targeted pitches throughout the year focused on signature events, product launches, new menu items and business announcements to maintain a steady drumbeat of regional and national coverage.
To reach the Loveless Cafe’s target audiences, we catered several pitches specifically to magazines like Martha Stewart Living, Garden & Gun and Southern Living. We curated media mailers featuring the Loveless Cafe’s products to capture the attention of top-tier journalists and reporters throughout the country. For example, when launching Loveless Cafe’s new cookbook, we designed and shipped an on-brand mailer with eye-catching custom packaging so our media contacts would be enticed to open the package and flip through the book.
By the end of the first year of our partnership, REED secured 281 unique media hits, reaching 118,618,564 viewers. Highlights included features in Southern Living, The Chicago Tribune, People, MSN Lifestyle, Getaway and Taste of the South. Our team continues to garner coverage at all levels for Loveless Cafe today, including a Garden & Gun feature.