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The Big
Sugo Reveal

After successfully bringing traditional, Napoletana pizza to the Glasgow food scene, the award-winning team behind Paesano Pizza were ready to take on a new and exciting culinary challenge. The team’s new pasta restaurant concept was their biggest and most ambitious project yet. 

Working in partnership with Sugo Pasta, Big Think was tasked with developing a restaurant launch strategy.


new followers in one month


unique website visitors in its first month


growth on Instagram during launch month

1 million people reached online before Sugo Pasta even launched

The solution

We created a detailed twelve-week digital marketing launch strategy and developed a series of online campaigns to help raise awareness of the new restaurant.

Sugo Pasta’s new digital marketing presence needed to be as distinct as its sister brand. To achieve this, Big Think worked to deliver a strategic approach to Sugo Pasta’s digital marketing needs by providing a digital solution that was meaningful to the user, addressed a need, and underpinned the overall integrated strategy for the launch.

Establishing a new fan base was a key priority for Big Think and identifying core themes that resonated with Sugo Pasta’s target audience was crucial.

Sugo Pasta on Instagram

How we did it

We created a restaurant launch strategy, focusing on social media growth, which was executed across both Facebook and Instagram. Social media activity was combined with a search campaign to help maximise exposure and a series of competitions were also announced across social media to help boost brand visibility and to promote Sugo Pasta’s exclusive pre-launch events.

We also delivered a new responsive website with a custom CMS, helping to enhance Sugo Pasta’s online presence. 

A winning digital strategy

Not only did Big Think create a winning digital formula, we also organised the exclusive pre-launch events for one of Glasgow’s most highly anticipated restaurant launches for 2019. This involved everything from influencer outreach, email campaigns and guestlist planning to liaising with local press and developing a strong brand voice, which helped lay the foundations for Sugo Pasta’s new social DNA.