MEAT THE CHEESE

Meat the Cheese

Meat the Cheese is an urban cheese cellar lounge and a steakhouse. Perfect for a casual, hearty dine-out with friends and family.

Scope of work

Digital PR
Content Creation
Social Media Marketing & Management

Scope of work

Digital PR
Content Creation
Social Media Marketing & Management

The Challenge

Karachi had seen its fairshare of high-end steakhouses in the yesteryears. The folks at Meat the Cheese wanted something out of the box. They were the first ones to introduce the cheese dripping concept with the meat they served – hence, the name.

As this was a very new idea back in the day, it could’ve gone both ways. They wanted to specifically highlight and promote this novel experience to a local population that took its food and eating out very seriously.

TO MAKE MEAT THE CHEESE STAND OUT FROM OTHER STEAKHOUSES

The Challenge

The Big Idea

The idea was to work around the visual value of the Cheese dripping experience. In order to create the right buzz, we reached to an international foodblogger who shared a similar video on Instagram with a lttle line that said “Now also in Karachi”. With just the right amount of media spendings we were able to amplify that and create a solid noise in the digital space for the food lovers.

Realising that this initial hype could die down, we realised there was more to the place than just the cheese. We created an aura about the brand for its hearty meal sizes and satisfying gastronmic experiences for the customers it served. This was furthered by the fact that the brand spoke about and offered special meals for popular events such as PSL, Eid, Women’s day etc.

The ethos and spirit of Meat the Cheese, just as the name suggests, lies in the magic of its carefully prepared meat. Highlighting the eating experience at Meat the Cheese had to be a constant alongside the trends and events that passed by.

PROMOTE A UNIQUE GASTRONOMICAL EXPERIENCE OF CHEESE DRIPS ON THE BEST CUTS OF STEAKS WITH ENTICHING VISUALS AND PR

Design & Visual Direction

Meat the Cheese wanted to stand out and be fun, bold and create an impact with their presence. The Design visuals were created keeping the personality in mind and its goal. A creative grid flow and palette was created which changes as per occasion and seasons.

The Achievements

Artwing helped the brand launch in November 2017 at Bukhari Commercial, DHA Karachi and it received a tremendous response. Even before paid promotions, the brand had stirred up interest from consumers as a lot of queries were received and organic reach was achieved. MTC experienced a houseful for the first 2-3 weeks after the launch which was proof of its success.

We have been able to create such noise for the brand that it opened up an outlet in Lahore and then followed up by a bigger one in Karachi at Tipu Sultan Road.
Meat the Cheese has become a household name for hearty dining in the vibrant Karachi dining out landscape. That is evident from the long queues outside and the User Generated Content that is floating around in the digital space.