Holy Moly Macaroni

How do you take a brand from street food to retail?

Holy Moly Macaroni started life as a street food vendor, often found at Birmingham’s Digbeth Dining Club. Following investment, Superdream was tasked with taking Holy Moly from street food to a bricks-and-mortar food retailer.

Holy Moly Macaroni wanted to “Bring Back Proper Mac” and tell the story of their origin in New York City. Combining online and offline, PR and creative, we were challenged to bring the brand to life in a physical setting, while championing the brand that its fans already knew and loved.

Our first task was heroing the Holy Moly brand. Inspired by 1970s Harlem, we used street furniture, neon, graffiti, bright colours and hard edges to transport a little corner of NYC to the heart of Birmingham’s retail quarter – Grand Central.

We also created a strong tone of voice for the brand, that touched everything from napkins right through to the restaurant itself and everything in-between. We worked on branding, tone of voice, the website, PR, social media, store design, and packaging.

To generate momentum behind this fledgling brand, we used tactical PR to complement the complete brand story. We received coverage across regional press including the Birmingham Mail, What’s On Birmingham, and Birmingham Updates.


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