The Southside Sequel - Paesano Pizza

We called it Glasgow’s worst kept secret because everyone was already talking about it. But, whilst the people of Shawlands and beyond knew that the opening of Paesano #3 was imminent, they didn’t know much else. That’s where Big Think came in: we had a real slice of the action, owning the launch of the much-loved eatery’s newest home.

Leaning heavily on digital to deliver a series of creative messaging, paid social activity reached almost 400,000 people across Glasgow who had an appetite for pizza. 

We used TikTok and Meta organically too, inviting lucky pizza fans to try their luck at winning coveted spots at the hugely-anticipated launch event, gaining over 2,000 entries.

Our lead generation campaign on Meta helped bring new customers to the brand, signing up over 1,000 new Paesano fans to their mailing list.

To make sure our message was unmissable, we backed up digital activity with a strong out-of-home presence across Glasgow’s southside. From bold digital billboards to eye-catching print formats, we created a campaign that was both far-reaching and locally grounded.

Ahead of the opening, we delivered free pizzas to neighbours, local businesses and passers-by, generating a real buzz with live coverage on Instagram stories, helping embed Paesano into the southside community.

And no restaurant launch is complete without a pre-opening party. We invited key influencers, press and foodies to the restaurant with a combined following of over 3 million across TikTok and Instagram. Not only did we land the restaurant launch on the front page the Glasgow Times, we also saw over 150 pieces of unique social media coverage on launch night from stories to reels, with tags and shares still flooding in.

And even after doing all that, we still had time to tuck in to a pizza or two for ourselves.