Case Study

Wild Eggs: Franchise Awareness PR

Driving multi-state franchise growth through earned media and brand awareness.

All Work

Summary

  • Challenge: Franchise expansion across eight states; goal of 15 franchisee inquiries through earned media
  • Solution: Targeted PR outreach to local and trade press; region-specific pitches and materials to boost awareness and engagement
  • Results: 50 franchisee inquiries (+333% vs goal); 38 earned media mentions (+253%); 3.1M impressions (+312%)

333%

of goal in franchisee inquiries

253%

of goal in earned media mentions

312%

of goal in impressions

Challenge

In July 2024, Wild Eggs, a breakfast, brunch, and lunch chain, tasked PriceWeber with making an “egg-citing” announcement for their local restaurant chain—they were ready to franchise! With a footprint of 15 locations across Kentucky, Indiana, and Ohio, their targeted franchisee locations included Alabama, Georgia, Kentucky, North Carolina, Ohio, South Carolina, Tennessee, and West Virginia for expansion. Their goal was to net 15 franchisee inquiries.

Top Objectives

  • Announce Wild Eggs’ franchise expansion across eight target states
  • Generate at least 15 qualified franchisee inquiries
  • Secure 15 earned media mentions (1–2 per state) in local and trade publications
  • Reach an audience of 1 million through earned media coverage
  • Increase overall brand awareness and visibility beyond core markets

Solution

PriceWeber was confident we could achieve this goal inexpensively and effectively by focusing solely on earned media in the eight target states. This approach also aimed to boost overall awareness of Wild Eggs. As sub-goals, we targeted achieving one to two earned media mentions-per-state, with a total goal of 15 earned mentions while reaching an audience of one million.

Tactics Utilized

  • Developed a targeted earned media strategy focused on franchise and local business press
  • Crafted press materials and outreach tailored to each regional market
  • Pitched local news outlets, trade publications, and business reporters across all eight states
  • Highlighted Wild Eggs’ growth story and franchising opportunity in messaging
  • Tracked and measured earned coverage, impressions, and franchise inquiries to gauge impact

Results

The campaign achieved 38 earned media mentions in local and trade press, exceeding the goal by 253.3%. It reached an audience of 3,115,780, surpassing the target by 312%. Most notably, Wild Eggs received 50 franchisee inquiries—333% of the goal.

Performance Highlights

  • 333% of goal in franchisee inquiries
  • 253% of goal in earned media mentions
  • 312% of goal in impressions