Café Gratitude
The Results
Total Online Readership: 956,485
Placements: 30+ outlets
The Opportunity
Plant-based restaurant collective Café Gratitude was expanding its beverage and dessert offerings, introducing items that leaned into summer, like ice cream and boozy spritzes. The challenge was creating a reason for people to engage with that update in a way that felt participatory rather than promotional.
Positioning the moment around a shared experience allowed the brand to highlight new offerings while drawing in both existing fans and new audiences.
Our Work
The campaign centered on a “Vegan Ice Cream Showdown,” bringing together local vendors for a ticketed event where guests could sample and vote. The gathering encouraged interaction while naturally showcasing the new menu additions.
Outreach supported both the event and broader idea, tying together community participation, plant-based dining, and a seasonal moment that already had built-in appeal (and great visual asset opportunities — after all, who doesn’t love seeing beautiful photos of ice cream?).
The Results
The event sold out and generated strong local interest, with coverage across regional outlets and broadcast. It also brought renewed attention to the Larchmont location while introducing the updated menu in a way that felt engaging to customers.
Like These Results?
FAQ
-
JS2 PR created a campaign that aligned with the brand’s identity while introducing something new, using an event format that encouraged participation rather than simply awareness.
-
This campaign was effective because it gave people a reason to engage in the moment. When an experience is tied to timing and community, it tends to draw more attention than a standard marketing promotion.
-
For brands with a clear point of view, like Café Gratitude’s affirmation-inspired dishes filled with seasonal, organic and whole food ingredients, how that perspective is shared matters. When it’s expressed through experiences rather than messaging alone, it can land more naturally and personally with both media and guests.