“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.”
From Detroit to Oxford Road: Launching Manchester’s Newest Pizza Spot
- Client: Detroit Slims
- Communications, Influencers, Launch Campaign
- Date:
Detroit Slims, Manchester’s newest QSR bringing Detroit-style pizza to Oxford Road, came from the team behind the beloved Ramona. With a brand new location ready to open, they needed to make a statement from day one. They brought us in to launch the brand with maximum impact, building awareness, driving hype and filling seats across opening weekend and beyond.
Objectives
- Launch Detroit Slims as Manchester’s newest QSR brand and build awareness of the Detroit-style pizza offering.
- Drive hype around the launch, engaging audiences to visit the new Oxford Road location and generate positive word-of-mouth.
The Challenge.
Manchester’s food scene is fiercely competitive, with new openings battling for attention every week. We needed to cut through the noise and establish Detroit Slims as a genuine stand-out addition to the city’s dining landscape – not just another standard pizza spot. The challenge was creating enough buzz to drive immediate footfall while building long-term relevance and loyalty in a crowded market.
The Solution.
We positioned Detroit Slims as Manchester’s exciting new arrival, leaning into the Detroit-style USP and the credibility of the Ramona team. Through strategic press releases, exclusive media previews and high-impact influencer sessions, we flooded Manchester’s social feeds and news outlets with scroll-stopping content that drove awareness and footfall from launch day onwards.
Our Approach.
Strategic Press Campaign We crafted media materials for key campaign moments – launch announcement, date announcement and now open press releases – shared with Manchester’s top regional and trade media. We weaved in tantalising details about hero menu items and drove newsletter signups with a 10K pizza giveaway to build anticipation.
Exclusive Media Previews To encourage editorial and social coverage, we invited key Manchester media titles to the site for behind-the-scenes preview sessions. 7 titles attended, giving them an exclusive first taste of the menu and resulting in 19 pieces of coverage across social, online articles and print. Outlets including Manchester Evening News, Secret Manchester, The Manc and Manchester Wire secured early access.
Influencer Launch Event We hosted 20 of Manchester’s best content creators for a gifted visit prior to launch day. The preview session created high-quality, authentic content that increased brand awareness amongst local audiences and beyond – flooding social feeds with Detroit Slims content exactly when it mattered most.
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
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