Off The Press - Marketing
Client: Off The Press
Year: 2025
Category: Food
Content: Menu Redesign, Social, Marketing, Copy
The Challenge
Off The Press needed a bold, high-impact campaign to cut through the seasonal noise. The goal was to drive foot traffic, boost sales, and keep the brand top-of-mind across Pittsburgh’s crowded food scene, all while staying true to its cheeky, local-first identity. The challenge was to engage a wide demographic of foodies, beer lovers, students, and casual diners with messaging that was both craveable and community-focused.
The Process
I began by identifying key summer behaviors, notably local events, brewery traffic, and pop-up culture, and then built my campaign pillars around flavor, authenticity, and hype. The voice was playful and bold, matching the vibe of a spontaneous summer cookout. Deliverables included a refreshed menu design, cheeky social media posts, and print-ready signage to amplify presence at events. Messaging leaned into local pride, inside jokes, and that signature sizzle to grab attention and encourage repeat visits.
The Solution
The result was a cohesive, personality-packed campaign that kept Off The Press in the spotlight all summer. Truck traffic and event turnout rose thanks to better visibility and buzz. Social engagement climbed with witty, shareable posts that felt authentic and hyper-local. Feedback showed the messaging resonated, demonstrated by customers returning, followers growing, and the brand becoming more embedded in Pittsburgh’s food scene. Local mentions and collaborations rounded out a summer campaign that delivered both heat and heart.
The Creations
