Challenge

In July 2024, Wild Eggs, a breakfast, brunch, and lunch chain, tasked us 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.

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.

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!