Coast PR led public relations for the nationwide introduction of California Pizza Kitchen’s Cauliflower Pizza Crust – a first from a national restaurant brand. With key promotions tied to the culinary giant’s ongoing leadership + better-for-you menu innovations, Coast PR was charged with executing a multi-faceted and multi-tiered PR push to garner both editorial coverage and social media buzz nationwide. Total media impressions exceeded 1B.
In late 2017/early 2018, Coast PR led the charge for California Pizza Kitchen’s launch of Cauliflower Pizza Crust – made with high-quality, gluten-free ingredients, lower in carbs than CPK’s classic hand-tossed pizza dough, and a unique source of vegetable fuel – this launch was a first from a national restaurant brand. The launch was significant for the PR team to navigate a with limited advertising support, Coast PR was charged with driving national, regional, and local media attention and general awareness.
Beyond ringing the bell on this industry-first offering – to industry/trade, local/regional, and national press titles – it was imperative to communicate key product attributes to drive meaningful interest and buying power, including: