Tony’s Steaks and Seafood of Indianapolis opened its first restaurant.

Indianapolis in 2019. Originally from Cincinnati, the brand did not have recognition in the greater Indianapolis area and needed a general awareness campaign to launch it in Indy.

We designed a cause marketing campaign to introduce Tony’s Steaks and Seafood to Carmel and Zionsville residents through a series of fundraising dinners. The campaign beneficiary was a cause that was personally very dear to Tony Ricci, the owner of the brand. The goal was to develop brand recognition through raising funds for Carmel Clay Public Library Foundation.

Tony Ricci and his outstanding staff have been hosted themed wine- pairing dinners at their gorgeous downtown Indianapolis location for 24 people—once a quarter—with the sole purpose of supporting the digest of 1,500 free children’s programs offered by the Carmel Clay Public Library, which the Carmel Clay Public Library Foundation supports.

As a part of the marketing campaign, we produced a series of print ads that were run for 24 months in Carmel Monthly and Zionsville Monthly print magazines.

We also produced multiple articles that were published online and in print.

We promoted digital articles on Facebook, Instagram and Twitter as well as on the magazine’s websites.

As a result of the promotional campaign, Tony’s Steaks and Seafood of Indianapolis introduced its cuisine to over 100 people from Carmel during the fundraising dinners.

The total received by the Foundation through this series was upwards of $33,000.

The restaurant  gained recognition and drew visitors from Carmel and Zionsville.