Overview

“Pie Holic” is a California-style pie specialty store where you can enjoy pies, a “soul food” widely enjoyed in the American West Coast area, mainly in L.A. and San Francisco, with free ideas regardless of ingredients and cooking methods. In March 2016, the first store opened in “MARINE&WALK YOKOHAMA” in Minatomirai, Yokohama, and a rich variety of over 20 types of pies, from savory pies to sweets pies, became popular mainly among women, and became the trigger for the recent pie boom.

URL: https://www.tgn.co.jp/hall/yokohama/ph/

Activities

Along with the opening of the first store in “MARINE&WALK YOKOHAMA” in Minatomirai, Yokohama, we produced a total communication including PR. With the goal of “becoming a popular store with lines,” we were in charge of menu planning, promotion design, and implementation, without being bound by the framework of PR. On the first day of the opening, which was visited by many customers, sales far exceeded expectations, and all 28 types of menus were sold out 2 hours before the last order. We were able to make it a popular store that is crowded enough to have lines of over 100 people every day, and also gained exposure in many media.