Bringing an Iconic Brand to a New Market: Relish Powers Primanti Bros.’ Baltimore Launch

Introduction

When Primanti Bros., the legendary Pittsburgh restaurant, opened a new location in Linthicum Heights near Baltimore, the stakes were high. They were introducing a beloved brand to a new market, and success meant more than simply announcing a grand opening. They needed to build excitement, drive immediate foot traffic, and establish the restaurant as a must-visit destination from day one.

The challenge was clear. Traditional marketing could create awareness, but to truly connect with local diners, Primanti Bros. needed a strategy rooted in authenticity and community.

The Opportunity

Primanti Bros. had strong brand equity in Pittsburgh, but Baltimore was a new market. The opportunity was not just about visibility. It was about creating an emotional connection with a fresh audience who may have heard of the brand but never experienced it.

Rather than relying solely on paid media, Primanti Bros. partnered with Relish to leverage trusted local influencers. The goal was to introduce the restaurant through authentic, personal experiences that would resonate with Baltimore diners and turn first-time visits into loyal followings.

The Strategy

Relish designed a hyper-local creator marketing campaign tailored for maximum local impact around the grand opening.

Key pillars of the campaign included:

• Targeted creator selection: Partnering with Baltimore-based influencers passionate about food, local culture, and community discovery.
• Experience-driven storytelling: Creators showcased the restaurant’s vibrant atmosphere, the iconic Primanti Bros. sandwich experience, and the brand’s lively, welcoming spirit.
• Timed amplification: Content was strategically published leading into and during opening week to build anticipation and drive immediate visits.
• Full-service management: Relish managed outreach, content coordination, and performance tracking to ensure a seamless campaign execution.

The focus was simple. Bring the energy of Primanti Bros. to life through the voices that Baltimore audiences already trusted.

The Results

The grand opening campaign exceeded expectations and delivered significant impact:

• 18 pieces of authentic, creator-driven content
• 76,000+ local views reaching new audiences across Baltimore
• 5,000+ engagements from excited potential customers
• 6.8% engagement rate, well above industry benchmarks
• A packed opening day with substantial initial foot traffic
• Sustained buzz that helped establish Primanti Bros. as a local favorite from the start

Relish helped turn the opening into more than a ribbon-cutting. It became a community event that positioned Primanti Bros. for lasting success in a new market.

Why it matters

Launching in a new market requires more than brand recognition. It requires building immediate local relevance and emotional connection.

Relish helps brands bridge that gap.

By tapping into real voices and authentic local influence, we help brands like Primanti Bros. create momentum that goes beyond first impressions and drives lasting loyalty.

This case shows that when brands enter new markets with the right strategy, they can turn opening day into the beginning of long-term success.

Ready to turn your next launch into a real-world success story?

Let’s talk. https://tryrelish.com/contact-us