A group of women wearing checkered aprons and uniforms, standing in front of a pizzeria entrance with "Mt. Lewis Pizzeria" branding.
Person stacking pizza boxes and pastries in a bakery display case.
Smiling person behind red coffee cups in a cafe
A lahmacun, Turkish-style flatbread with minced meat and spices, on a wooden board in a restaurant setting.
Freshly baked flatbreads topped with za'atar seasoning, stacked on cooling racks in a bakery.
Two people posing at Mt. Lewis Pizzeria, one wearing an apron with the pizzeria's logo, the other holding a microphone. The background features a sign for the pizzeria.
Two falafel wraps with fresh vegetables and sauce on a wooden table.

When Curated Agency was appointed the PR agency for Mt Lewis Pizzeria the goal was clear; to gain media mentions of the venue and generate thought leadership pieces in credible lifestyle and food publications

Mt Lewis Pizzeria

Campaign Length

3 Months

Services:

Media Relations

Influencer Marketing

The Campaign in Numbers

150+

200m+

Earned Media Placements

Estimated Reach

$450k

Additional Value on Sunrise

The Curated Details

The Brief:

Founded in 2005 by an immigrant family who aims to bring a taste of home to Sydney and offer a healthy and affordable grocery option, Mt Lewis Pizzeria remains a popular destination for those seeking authentic Middle Eastern Manoush.

Today, under the management of their son Jason Tarraf, the restaurant continues this very same mission, with a modern dining experience further enhancing the Lebanese culture.

In January 2023, Curated Agency was appointed the PR agency for Mt Lewis Pizzeria. Jason’s goal was clear- to gain media mentions of the venue and generate thought leadership pieces in credible lifestyle and food publications. The only challenge we faced was Jason’s poor experience with a previous PR agency. To overcome this, we had open communication lines, provided consistent updates and ensured we were honest and realistic with the campaign.

Results:

When we approached the campaign, we started by curating a narrative of how Jason utilises TikTok to market the family-owned restaurant, showcasing the Lebanese culture to younger demographics. As a result, the venue has gone viral a few times, and Jason has become known as The Manoush Man.

This story gained attention from media, including The Daily Telegraph, Studio 10, news.com.au and a dedicated morning segment on Sunrise Weather. As a result, we opened up Jason to thought leadership pieces in business outlets, then curated a promotional campaign, $1 Manoush Mondays, to gain mentions in food media.

Coverage

  • Time Out

  • Urban List

  • Concrete Playground

  • SBS News

  • Smart Company

  • Inside Small Business

A newspaper page featuring an article about a new bakery in Sydney with a photo of three people, two men and one woman, holding a tray of baked goods. The headline reads 'Bakery's flour power.' Additional sections discuss restaurant reviews, including a dish served with various meats, and a column about a homemade flatbread-making business.
Two people in front of "Mt. Lewis Pizzeria" sign; one wears an apron, the other holds a microphone.

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Assorted wine bottles displayed with vibrant floral arrangements on a table.