“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”
All Roads Lead To… The Best Roman Pizza in MCR: Launching Ciaooo By The Slice
- Communications, Influencers, Launch Campaign
- Date:
Create a launch moment that clearly positions Ciaooo By The Slice as a bold new concept – not just a rebrand – and cement its place in Manchester’s crowded food scene. Our aim? Celebrate the shift from soft and chewy Neapolitan to crispy Roman-style pizza, while building on the credibility of the original Ciaooo brand.
The Challenge.
The site previously housed Ciaooo’s much-loved Loaded Garlic Bread concept – and the decision to close it wasn’t met quietly. There was loyalty. Expectation. A benchmark already set.
Our challenge was to build just as much hype for what came next – and make sure we positioned Ciaooo By The Slice as a standalone concept. A sister venue – but in a different font:
Pizza by the slice isn’t new to the city – but Roman pizza is. Baked low and slow on large trays in an electric oven, then cut into generous 9×6” slices, pizza al taglio (which translates to “by the cut”) is known for its crispy base, light and airy dough, and fresh Italian toppings. It’s a completely different experience to Ciaooo’s classic soft and chewy Neapolitan – and a first for Manchester city centre.
The press coverage had to strike the right balance between familiarity and freshness – not replicating what came before, but evolving it, with a clear point of difference and a brand-new offering
The Solution.
We introduced the next chapter of a Manchester cult favourite – and made it clear this wasn’t just a name change, but a totally new concept. We led with clarity, craveability, and confidence – using a two-phased press office to spotlight the venue’s Roman roots: a crispy base, bold and rotating toppings, and of course, Lory’s now-infamous tiramisu tins.
Two days of media previews gave Manchester’s top titles a first look (and slice), while a curated list of foodies and lifestyle creators took to socials with hot honey pours, and dessert tins and most importantly pizza slices for days. From press coverage to pizza-packed feeds, every part of the launch worked to educate, excite and carve out a new (and Roman) identity for Ciaooo By The Slice.
Our Approach.
We opened with a focused press strategy – deliberately split into two clear beats to control the rollout and give each moment the airtime it deserved. First, to announce the concept shift. Then, to mark the doors officially open. This gave us space to spotlight the venue’s unique offering and build momentum over time – not just a one-day hit.
Alongside this, we created moments that felt intentional and shareable – from staggered preview sessions for press to curated influencer bookings. Rather than chasing mass reach, we prioritised relevance: the right people, telling the right story, to audiences who would actually care (and come hungry).
What our clients say
John Gillespie, Phenix Salon Suites
“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”
Shaza Ul-Hassan, Frurt
“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”
Annie Ramrachia, Secret Spa
“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”
Acacia Cairns, Partington’s Holiday Parks
“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”
Paul Goodale, PizzaLuxe
More projects
Brand Strategy, Communications, Influencers, Live Event
Communications, Influencers, Launch Campaign
Influencers, Launch Campaign