Anniversary Week at Pluckers Wing Bar  is an annual commemoration of the Texas-based wing chain’s tasty offerings. Each year, Pluckers offers a unique food special each day during their Anniversary Week, which coincides with National Chicken Wing Day. In the past, specials have included $1 wings, $2 pints, and trivia! How do you draw the taste buds of local Texans to an award-winning Texas treasure surrounded by chicken wing competitors? 

Snackbox worked with Pluckers Wing Bar to position Anniversary Week as a local holiday throughout Central Texas while leveraging National Chicken Wing Day for maximum attention. Key messages highlighted mouthwatering deals and targeted various audiences, from families to college students to teachers and sports fans alike. Taking advantage of the food hotspots and big markets in Texas, Snackbox targeted local media and food and restaurant-specific trade publications. 

Through our signature Snackbox pitch process, we worked towards premium media coverage by customizing angles for publications and writers, giving each one more depth into their specific niches. For example, we engaged with writers who report on Pluckers competitors, local deal and coupon writers, and food trend reporters. This helped us expand our reach and garner reporter interest. 

One aspect we took into account was that every business celebrates an anniversary each year, so what makes this one special? In addition to Pluckers’ week-long anniversary deals and freebies, our most effective strategy was to combine the anniversary news with National Chicken Wing Day which was only one week after the anniversary. Combining the week-long deals with the excitement around a national holiday provided a timely hook for journalists and reporters and increased the relevance of the event as a whole. 

Another strategy we’ve used throughout the years of pitching for anniversary week and National Chicken Wing Day is reporter food drops. Delivering samples of Pluckers’ signature wings to certain reporters helped create lasting relationships with media contacts and increased the possibility of coverage, while also keeping the brand top-of-mind throughout the year. 

Through extensive reporter research, targeted media pitching, national holiday collaborations, and food drops, we successfully secured earned placements with a total audience of 518,441,418. From national and local stories to event calendars, we successfully generated media interest for Pluckers Wing Bar’s anniversary and National Chicken Wing Day.