The plushies additionally took inspiration from collectables of the previous. The Cava branded tags on each plushie, as an illustration, are harking back to the tags that authenticate Beanie Infants.
Rebhun hopes that the plushie launch will set up Peter Chip as an iconic character whereas driving model fairness for Cava.
Cava’s Restrained Influencer Technique
Usually, Cava takes an intentional strategy to partnering with influencers and doesn’t consider in spending thousands and thousands of {dollars} on partnerships, mentioned Rebhun.
When trying to find a plushie designer, Cava sought somebody with an internet presence that represented the model’s core values. Coats—a former Cava worker—match the invoice. Cava will leverage Coats’ social media presence to distribute the marketing campaign.
The Sizzling Harissa Meal and accompanying plushie launch are a part of Cava’s Spice World marketing campaign, launched earlier this 12 months, which launched new menu objects like spicy lamb bowls and hen shawarma. Rebhun mentioned the plushie launch is without doubt one of the ultimate pushes of the marketing campaign.
He added that the price of the plushies was included in Cava’s advertising price range and won’t be handed on to customers shopping for the Sizzling Harissa Meal.
For Cava, success appears to be like just like the marketing campaign driving an actual emotional reference to customers.
“This offers us a possibility to construct that emotional connection in a bodily kind,” mentioned Rebhun.
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