To open its first-ever, highly anticipated Manhattan store, Wegmans understood that it needed none other than Magrino to make a splash among the New York audience and successfully execute a major opening on a stage of this scale. Magrino was tasked with creating a winning formula consisting of sponsorships, partnerships, and media & influencer relations that enhanced brand awareness and amplified Wegmans’ own cult-following to make the Astor Place location the meal + grocery destination in Manhattan.
In a crowded marketplace like Manhattan, a 360-degree campaign is critical to capturing and keeping attention. Magrino created a multi-prong communications strategy across public relations, influencer partnerships, partnerships and events, with a goal to put Wegmans Astor Place on the map in Manhattan ahead of opening, propelling it to become one of the buzziest debuts of the fall. Our integrated approach positions the Wegmans brand story through various touchpoints, including a mailer of top-selling Wegmans products to top media and influencers, a Cheese Masterclass with the brand’s very own Affineur to highlight its cheese program, partnerships with some of New York’s iconic brands – from SoulCycle to Soho House, sponsorships of the most widely attended New York culinary events, including Cherry Bombe and New York City Wine & Food Festival, and an engaging influencer campaign that brought top local influencers to the store. These activities work together to create a halo effect for Wegmans, making it a cultural-meets-culinary landmark in Manhattan.
Magrino created a program that would drive awareness and anticipation ahead of opening, while looking forward to post-opening to sustain momentum in every facet, ultimately setting Wegmans up to be one of the most talked about grocery retailer openings in Manhattan.