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case study

Farow Restaurant

Making a Seat at the Media Table for Farm-to-Table Restaurant Farow

Challenge

Passionate husband-and-wife team Lisa and Patrick Balcom were dedicated to elevate and celebrate the bounty of Boulder County with hyper-locally-focused Farow restaurant, and were doing everything right in terms of menu, design and hospitality. However, the restaurant was in the bucolic – and somewhat remote – village of Niwot, and even folks in nearby towns didn’t know about this hidden gem. The Balcoms were also launching Pie Dog, a new pizza concept utilizing the Italian brick pizza oven left in the kitchen space by its previous tenants.

Results

In just seven months, ROOT secured more than 40 pieces of coverage in six months, resulting in online readership of 160 million. Farow’s standout bar program was featured in Whisky Advocate (including an original recipe) and the esteemed PUNCH. Other national placements include “How to Plan a Delicious Super Bowl Viewing Party” in Forbes, winter menu highlights in Nation’s Restaurant News, and discussed cacio y pepe trends in Restaurant Hospitality.

ROOT earned features for Farow in more than 10 magazines including the cover of Colorado Expression, 5280, Edible Denver Boulder Fort Collins, Boulder Feast, Yoga + Life, Travel Boulder, and Longmont Magazine. Farow was also featured in The Denver Post print and online and 303 Magazine along with multiple TV segments, demoing how to make the best pizza at home, showcasing their Valentine’s menu and showing off Pie Dog on Pi Day.

Solution

ROOT’s key messaging to writers consistently reiterated that 90 percent of Farow’s menu was from a 10-mile radius – catching the attention of the foodie-obsessed media in Colorado and beyond.

ROOT kicked off the PR partnership by hosting a very well attended media party that highlighted Farow’s current seasonal menu, elevated bar program and the new Pie Dog concept. In the weeks and months that followed, ROOT regularly hosted media and influencers, while creating strategic pitching around Valentine’s Day, Earth Day, spring produce, farm tours and other timely angles.

In Their Own Words

“Working with Kuvy and Emily has been absolutely amazing! They truly understand great food and drink and have helped us reach such a larger audience than we would have on our own. They’re savvy, responsive, adaptable and always encouraging and cheering you on. Definitely some of the best people to have representing your brand and coaching you through the process of pitching your brand. I’ve learned a ton from working with them and am so grateful for all the amazing connections they’ve provided for us.”

Lisa Balcom, Farrow Owner

Challenge

Passionate husband-and-wife team Lisa and Patrick Balcom were dedicated to elevate and celebrate the bounty of Boulder County with hyper-locally-focused Farow restaurant, and were doing everything right in terms of menu, design and hospitality. However, the restaurant was in the bucolic – and somewhat remote – village of Niwot, and even folks in nearby towns didn’t know about this hidden gem. The Balcoms were also launching Pie Dog, a new pizza concept utilizing the Italian brick pizza oven left in the kitchen space by its previous tenants.

Solution

ROOT’s key messaging to writers consistently reiterated that 90 percent of Farow’s menu was from a 10-mile radius – catching the attention of the foodie-obsessed media in Colorado and beyond.

ROOT kicked off the PR partnership by hosting a very well attended media party that highlighted Farow’s current seasonal menu, elevated bar program and the new Pie Dog concept. In the weeks and months that followed, ROOT regularly hosted media and influencers, while creating strategic pitching around Valentine’s Day, Earth Day, spring produce, farm tours and other timely angles.

Results

In just seven months, ROOT secured more than 40 pieces of coverage in six months, resulting in online readership of 160 million. Farow’s standout bar program was featured in Whisky Advocate (including an original recipe) and the esteemed PUNCH. Other national placements include “How to Plan a Delicious Super Bowl Viewing Party” in Forbes, winter menu highlights in Nation’s Restaurant News, and discussed cacio y pepe trends in Restaurant Hospitality.

ROOT earned features for Farow in more than 10 magazines including the cover of Colorado Expression, 5280, Edible Denver Boulder Fort Collins, Boulder Feast, Yoga + Life, Travel Boulder, and Longmont Magazine. Farow was also featured in The Denver Post print and online and 303 Magazine along with multiple TV segments, demoing how to make the best pizza at home, showcasing their Valentine’s menu and showing off Pie Dog on Pi Day.

In Their Own Words:

“Working with Kuvy and Emily has been absolutely amazing! They truly understand great food and drink and have helped us reach such a larger audience than we would have on our own. They’re savvy, responsive, adaptable and always encouraging and cheering you on. Definitely some of the best people to have representing your brand and coaching you through the process of pitching your brand. I’ve learned a ton from working with them and am so grateful for all the amazing connections they’ve provided for us.”

Lisa Balcom, Farrow Owner

a few media hits

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