Growing Matchaful’s New York presence through the launch of its Williamsburg Ritual Bar, Park Avenue South and Tribeca locations.
Working closely with founder Hannah Habes and the Matchaful team, we developed a PR campaign to support the brand’s expansion and strengthen its position as a leading voice in modern matcha culture. Our approach brought together founder storytelling, transparent sourcing, culinary-led recipes and considered design, introducing Matchaful as a hospitality and lifestyle brand rooted in ritual and craft.
The Ritual Bar anchored the campaign, offering an immersive introduction to Matchaful’s Farm-to-Whisk™ philosophy. Intimate masterclasses invited press and creators to explore sourcing, preparation and ceremony, creating opportunities for deeper storytelling around the care behind each cup.
Alongside this, targeted opening announcements and media and creator visits introduced Park Avenue South and Tribeca to their respective neighbourhoods. Each location contributed to the wider expansion story while offering its own reasons to visit, from seasonal drinks and house-made recipes to thoughtfully designed interiors.
Beyond the openings, our strategy focused on sustaining visibility through founder profiling, gifting, seasonal stories and inclusion in neighbourhood guides and roundups. Throughout, the emphasis was on building lasting connections with media, creators and local communities, giving Matchaful’s growing audience a deeper understanding of the brand.
