How do you get a hot new goat cheese product into the hearts and mouths of fun-loving foodies?
By putting it on the menu of an iconic New York City restaurant and offering free slices to the neighborhood.
Montchevre
Slicey and Spicy
Montchevre gets slicey and spicy
Saputo USA and Carmichael Lynch Relate partnered to celebrate Montchevre’s new Hot Honey Goat Cheese, a product collaboration with Mike’s Hot Honey. The product launch kicked off with an epic launch party at New York’s Emmett’s on Grove and the introduction of a Montchevre-branded “Hot Goat” limited-edition pizza on the Emmett’s menu at its West Village and SoHo sister locations for six months. New Yorkers who stopped in that evening enjoyed free Hot Got pizza slices all night long.
We turned up the heat with a private pre-launch party for media and influencers, partnered with witty influencers Claudia Oshry and Ben Soffer to host the event and capture live-on-the-street “hot takes” for branded social content and kept the momentum going post-launch event with renowned NYC foodie influencers visiting the restaurant and sharing personal “Hot Goat” pizza reviews.
The launch was fully supported with an integrated marketing and communications strategy including creative media and influencer social unboxing moments, national media outreach, influencer partnerships, social creative and paid/owned social content.
Our Results
When doors opened, the line of attendees stretched around the block. More than 1,200 “Hot Goat” pizza slices were sampled and everyone went home with Montchevre Hot Honey Goat Cheese-branded swag, and Emmett’s restaurants sold 750+ Hot Goat pizzas throughout the six-month LTO. Media and influencer event attendees published nearly 50 pieces of social content from the event, contributing to nearly 8.6 million earned social impressions for Montchevre, with our paid pizza review influencer partners securing more than 500,000 additional impressions.