Since its inception, our client, Miami Grill, has made it their mission to pay homage to Miami’s rich, vibrant, and diverse culture. In staying true to their vision, 2TON helped inspire a promotional concept for the iconic Florida brand’s annual collectible cup release this year that would double as a community-driven initiative.
Recognizing that the artist community plays a significant role in Miami, Miami Grill decided to sponsor Wynwood Mural Fest—an event that celebrates street art, graffiti, and the independent culture within the local community of Miami’s Wynwood Art District. In further support of the festival and the local arts community, Miami Grill also teamed up with the festival by commissioning four exclusive designs by select Wynwood Mural Fest artists for their 2021 limited-edition cups.
Miami Grill’s Director of Marketing, Jackie Maceda, said the sponsorship was a natural fit for the Miami brand, which also supplied the food during the mural painting sessions. “We’ve always looked to represent Miami as authentically as possible,” said Maceda. “The art community in Wynwood is exactly that—diverse, world-class and inspired—just like Miami. In our eyes, there’s no better way to support this community than by bringing some well-deserved attention to it.”
As for the featured artists, Miami Grill and 2TON selected four artists and local, South Florida natives who each possess their own unique style: CHNK Fondue, Freaky Kiss, Golden 305 and Quake.
From there, 2TON helped coordinate the designs for the collectible cups as well as develop and execute a promotional strategy, including pre-launch teasers and a press release that secured mentions on outlets such as Restaurant News. Also, rather than releasing all four cups at once, 2TON ensured hype for the collaboration through a series approach that would release one new cup design per month. Other aspects of the campaign included social media contests, website updates, digital ads, email announcements, and assorted in-store print collateral.
This year’s exclusive cup series proved to be an immediate hit after nearly selling out across all Miami Grill locations in less than one week. This then ultimately inspired us to execute a mini “Sold Out” campaign and pushing up the release of the second cup design a week early.
The momentum around Miami Grill’s collectible cups lasted even beyond the final design’s release, which featured the artist CHNK Fondue. Motivated to keep the excitement going, Miami Grill and CHNK Fondue agreed on a new collaboration that would bring the artist’s cup design to life—a mural painting on the outside of Miami Grill’s location in Fort Lauderdale, which our team helped facilitate the strategy for as well.
An inevitable partnership proved successful; all parties have already started to discuss potential opportunities for future collaborations.
Make sure to follow Miami Grill and 2TON on social media so you can stay tuned for more updates!
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