An ward-winning burger brand standing out for its premium ingredients, unique flavor combinations, and strong local identity
PR agency for food and beverage
SLAW is a cult-favorite, award-winning burger brand founded in Dubai. Known for its bold, flavorful burgers and inventive sandos (sandwich + burger), SLAW stands out for its premium ingredients, unique flavor combinations, and strong local identity. The brand has become synonymous with innovative burgers that excite the palate and engage the local foodie community.
SLAW had ambitious growth plans, including multiple new store openings and menu launches. While the brand was already well-loved by fans, the goal was to increase foot traffic, drive sales, and ensure SLAW remained top-of-mindas Dubai’s go-to burger destination.
Traditional PR alone would raise awareness, but SLAW wanted a measurable return on investment – PR activity that directly translated into tangible business results, not just impressions. This meant designing campaigns that not only generated media coverage but also motivated people to visit stores and try new products.
We implemented a performance-driven PR strategy that combined creative, shareable campaigns with a results-oriented media approach.
Viral Footfall Campaigns
To create buzz and get people into stores, we designed highly engaging, social-media-friendly campaigns. The highlight was our Valentine’s Day “Shred Your Ex” campaign:
1) Customers could bring an image of their ex to any SLAW location and shred it in a branded shredder.
2) In return, they received a free Black X Burger, one of SLAW’s signature menu items.
3) The campaign generated excitement both in-store and online, with customers sharing photos and videos on social media, effectively turning them into brand ambassadors.
Performance-Focused Media Coverage
In tandem with viral campaigns, we targeted leading lifestyle and food media outlets using our pay-for-secured-coverage model:
1) We only invested in placements we knew would run, ensuring every dollar spent generated guaranteed exposure.
2) As a result, SLAW was featured in Time Out Dubai, What’s On, and other top-tier publications, with coverage highlighting new products, store openings, and campaign activity.
3) This approach maximized ROI, giving SLAW premium media visibility without wasted spend.
Results
1) Foot Traffic: Campaigns drove significant footfall to new stores, with lines reported on key campaign days.
2) Sales Impact: Free burger promotions and in-store experiences encouraged repeat visits and higher transaction values.
3) Media Coverage: Guaranteed placements in leading lifestyle and food publications increased brand visibility and positioned SLAW as an innovative, award-winning burger brand.
4) Brand Awareness: The combination of viral stunts and secured media coverage reinforced SLAW’s distinctive brand identity, keeping it top-of-mind among local audiences.
ROI: Every campaign was designed and executed with performance metrics in mind, ensuring PR activity directly contributed to sales and measurable business outcomes.
PR agency for F&B
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