Inkhouse used CAVA’s IPO as an opportunity to introduce the brand, its category-defining food and its executives to a national audience. IPO day presented an opportunity to build new relationships across consumer, business and select tech/innovation press. We leaned heavily into the company’s roots and how it has driven the Mediterranean food category forward in the U.S. with the goal of communicating the large white-space opportunity around the growing popularity of the cuisine.
Our matrixed approach (mapping out desired storylines / supporting messages / which angle we’d use for key reporters) ensured maximum impact and message pull-through. Prior to the IPO, we offered embargoed interviews with the CAVA leadership team; media training and extensive, thoughtfully crafted messaging ensured consistency throughout coverage. Post-IPO, our program now focuses primarily on earned media relations reaching consumer and business press to support the company’s growth in new markets, new menu offerings, business acumen and general brand awareness.