Case Study:

Bad Hombres - Bondi Launch

“Bad Hombres Good Food” is their motto. They are a Mexican inspired plant-based restaurant with a twist. While their flagship restaurant is situated right in the heart of Surry Hills, their dream to expand to a second beach side location has become a reality. In December 2020 Bad Hombres Bondi opened doors in another iconic location in Bondi Beach. 

The Bad Hombres Bondi is a 2nd outpost of the cult favourite plant-based Mexican inspired restaurant with all your favourites featuring a fully vegan and gluten free menu designed to share, with a focus on natural wines and Tequila / Mezcal based cocktails. Their casual and cosy decor, as well as their 80’s inspired playlist, create just the perfect party vibe, excellent for groups, but intimate enough for couples. 

The Brief

Bad Hombres reached out to Tropicool to come up with a marketing strategy and targeted publicity for the opening of their new restaurant located in the iconic Bondi Beach.

Tropicool was enlisted to assist with building awareness for the opening through target media outreach. As well as sending out a press release, we arranged branded media gifting for high profile journalists and invited them down to Bondi to enjoy the new restaurant. 

The new restaurant has since received high coverage by well-known media outlets and is establishing itself as the place to be in Bondi.

Objectives

Bad Hombres Bondi Launch

➜ Increase awareness and engagement upon the launch of Bad Hombres Bondi
➜ Drive consumers (both old and new) towards dining at their new venue
➜ Secure high-tier media placement in relevant publications
➜ Influencer marketing across food, beverage and lifestyle
➜ Secure minimum of 6x media placements
➜ Secure 3x influencers to generate content for the campaign 
➜ Push brand awareness via our network

Campaign Results

➜ Total of 12 press articles released
➜ Digital Press coverage from Eat Drink Play, Concrete Playground, Good Food, Mush Boom, Hunter & Bligh, Bega Online News, Boss Hunting
➜ Print Press coverage from Good Food
➜ Social content shared by media who visited the venue
➜ Total of 8 stories
➜ Total combined readership: 8.3 million
➜ Ad value of $31, 775