Celebrating 10 years and a new restaurant opening
Client
Manhattn's Burgers
Category
Campaign - PR - Paid social
Challenge
For its 10th anniversary, Manhattn’s Burgers wanted more than just a birthday campaign. With a new restaurant opening in Bruges, the goal was to connect both local and national audiences, while making the milestone feel culturally relevant beyond their existing fan base.
Solution
Kill Your Darlings designed an integrated campaign combining PR, paid social, influencer marketing and creative activations.
The PR approach secured lifestyle and regional media coverage, linking the Bruges opening with the brand’s wider growth story. The press event included a ribbon-cutting by mayor Dirk De Fauw and deputy mayor Pablo Annys, adding credibility and visibility in outlets such as Het Nieuwsblad and HLN.
Through influencer marketing, local food and lifestyle creators were invited to the opening, sharing authentic content that expanded the campaign’s reach.
The paid social campaigns ran geo-targeted ads on Facebook, Instagram and TikTok, boosting awareness and driving traffic to the restaurants.
As a creative activation, an in-store “Manhattan-style” tourist map of Bruges blended brand storytelling with local culture, giving the anniversary a lasting experiential touchpoint.
Results
The mix of PR, paid social, influencer marketing and activation delivered measurable results: national and lifestyle press coverage, thousands of impressions via influencers, and paid social campaigns that outperformed benchmarks with high engagement and traffic uplift. The mayor’s presence added credibility, while the Bruges map became a standout in-store activation.
This case proves how campaign strategy, PR and paid social can work hand in hand to amplify a restaurant brand.
Credits
Social Media Management
:
Laura Heylen & Caren Ceulemans (FSS)
