Overview

In November 2024, Col’Cacchio turned up the heat with the launch of its bold new summer menu—signalling the start of a new chapter for the beloved Italian-inspired restaurant chain. Backed by a powerhouse culinary team including new CEO Etienne Pieterse, co-founder Kinga Baranowska, and chef Isla Rechner, the refreshed offering expanded far beyond pizza to include vibrant brunch dishes, innovative small plates, and indulgent desserts with a proudly South African twist.

The Strategy

Rather than simply announcing a menu, we built a narrative. Our PR-first approach focused on evolution, experience, and local flavour—positioning Col’Cacchio as a modern Italian eatery with deep local roots. We placed our storytelling in the hands of top-tier journalists, while carefully timed interviews and high-impact visuals gave the brand authority and flair.

Execution Highlights

• Strategic media engagement led to 13 media items across broadcast and online platforms
• Exclusive TimesLive Q&A with CEO Etienne Pieterse detailed the brand’s future-forward vision
• Live 947 radio crossing took place at the media event in Bryanston
• Featured in Cape Argus, Cape Times, Food & Home, Food Blog, and The Ballito Magazine
• Menu items like “Pap Pops” and the Aperitivo board sparked curiosity and coverage
• All coverage received 100% positive sentiment

Results

• Advertising Value Equivalent (AVE): R2.58 million
• Potential Reach: Over 10.7 million
• PR-driven messaging reframed the brand beyond its pizza legacy—emphasising bold flavours, creative dishes, and Col’Cacchio’s role in shaping South Africa’s modern food culture

Why It Worked

This wasn’t just a menu—it was a movement. By grounding the campaign in PR, Col’Cacchio’s message felt authentic and relevant. The media didn’t just report on new dishes; they told the story of a restaurant redefined. When strategy meets story, the appetite for engagement is endless.