Chocolate Lab owner Phil Simonson had long dreamed of owning his own restaurant where chocolate was an ingredient in every dish. When the time came to open his own restaurant, Chocolate Lab, he hired ROOT to launch his one-of-a-kind concept.
For 15 years, Naturally Boulder’s biggest event was held in person. COVID-19 forced the event online for the first time in 2020, and PR was needed to get the word out.
The Rio Grande Mexican Restaurants weren’t top of mind with the media, who were busy covering newer, trendier places. The Rio was evolving, but no one seemed to know it.
Chef Justin Brunson opened Old Major in Denver’s Highlands neighborhood to critical acclaim in 2013. However, staying at the top of diners’ minds is difficult to do when neighborhood dining habits shift, and “hot” new places start opening left and right.
Jerrod Rosen needed help getting the word out about his new deli, Rye Society Deli and Pickelry. They chose Denver’s RiNo neighborhood for their first location, which is an area that had one of the highest restaurant opening rates in the city.
Most Denverites hadn’t considered the idea of Thai food being farm to table, and more than just Pad Thai and noodle soups. Some serious PR was needed to introduce such a brand new concept to Denver.
The Rio’s long-held values of “loving thy community” have helped the multi-unit restaurant to grow to an extent, but without being communicated clearly the Rio was falling short of its powerful potential.
With a target audience of mostly Gen Z and millennials, it was time to bring in the heavy hitters to share the news of the Rio’s focus on high-quality, fresh and seasonal, locally-sourced food offerings to social media.