Launching Burro, Conor Gadd’s first solo venture, in Covent Garden with a PR and social campaign that built on his reputation at Trullo, while establishing the restaurant’s own identity, celebrating Italian cooking and generous Irish hospitality.
Opening in Covent Garden, we developed a full PR and social campaign to introduce Burro as a distinct new restaurant, while building on Conor’s existing reputation. With the scale of the restaurant and its high-footfall location, the opening period was key to establishing early momentum.
Our approach balanced visibility with more considered storytelling. Early PR activity focused on embargoed exclusive pitching, ‘new opening’ guides, and profiling Conor, before moving onto recipes, and more in depth drinks and dish features through a mix of podcast, broadcast and long form features. Assets were central to the campaign. We focused on capturing both the scale of the restaurant and its key design details, enabling a wider range of high-quality design-led coverage. The launch was anchored by a press event, hosting 80 top-tier journalists, tastemakers and VIPs, maintaining a sense of exclusivity and generating early buzz.
Working in tandem with the PR campaign, we launched Burro on social media with an organic Instagram strategy that communicates Burro’s dual identity as a restaurant inspired by Italy whilst paying homage to its generous Irish hospitality. Working closely with Conor, we were able to maintain his tone of voice, producing copy which felt authentic to him and using iPhone photography to optimise a social-first feed. This approach garnered high engagement and reach, and we were able to successfully grow the account pre-launch and continue to share key dishes and drinks after the opening period.
