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Cooking up a Launch Strategy


Working in partnership with Sugo Pasta, Big Think was tasked with developing a restaurant launch strategy for the masterminds behind Paesano Pizza. Sugo Pasta’s new digital marketing presence needed to be as distinct as its sister brand.  From this, Big Think created a launch marketing campaign to ensure the key USPs of Sugo were communicated to the right people in the right way.

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new followers on social media in first month


unique website visitors in first month

1 million

people reached online before launch


growth on Instagram during launch month

Sugo Strategy

To achieve this, we created a launch strategy focusing on rapid social media growth. Social media activity was combined with a search campaign to help maximise exposure and a series of competitions were also announced across social platforms to help boost brand visibility and to promote Sugo Pasta’s exclusive pre-launch events. 

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.  

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With an Insta-worthy menu offering authentic fresh pasta and a true taste of regional Italian cuisine, Big Think focused the initial pre-launch outreach around Paesano’s loyal community, local influencers and press to generate both viral and user-generated content right across the digital sphere. This was supported by in-house content creation for their social channels (including launch footage) as well as local marketing outreach and an ongoing channel strategy to ensure Sugo became top of your favourite restaurant list!

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Launch Results Component


Growth Rate on Instagram during launch month

5 Million

people reached in its first year 


increase in audience size in its first year 


In the wake of the COVID-19 pandemic and with an ongoing national lockdown, it was imperative Sugo was able to continue to provide their customer base with their favourite restaurant dishes.

The name of the game was adaptation and Big Think were tasked with building an eCommerce platform and digital marketing strategy for Sugo at Home. Restaurant-quality cook at home meal kits were launched nationwide in just 4 weeks.

The stripped back UI and clean aesthetic of the eCommerce site let the food do all the talking. The digital strategy encompassed organic social growth alongside influencer outreach and performance marketing to generate awareness and get the brand noticed fast. 

Continued Partnership


“The Big Think team have been with us from the beginning. They're an agency that 'gets it', ensuring we reach the right people at the right time from the word go.”

 Paul Stevenson, Owner, Enoteca Group

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