Case Study
Seed Spotlight
When the COVID-19 pandemic hit, small businesses suffered - and Straight Up was no exception. Operating on an event-based schedule, the shelter-in-place order in the Bay Area stalled future projects. Despite this setback, the Filipino American business owners took the time to pause, reflect, and pivot, utilizing their contacts to create opportunities for their burgeoning pop-up.
Rebranded as Uncle Tito, they personify the qualities of your favorite uncle through Filipino-American comfort food.
The SEED Network drives exponential growth
The new owners decided it was time to pivot their specialized cocktail mobile bar into a Filipino comfort food pop up. They wanted to rebrand completely, including a new website, logo design, verbal identity and social media training to expand their reach by bringing their operations online with easy access to delivery services.
Plinth agency worked closely with the owners to develop their new brand identity that represented the authenticity of the Filipino American owners while also paying tribute to the humor of their culture.
Plinth also help develop a social media campaign that encouraged their take home baon boxes & party platters due to the pandemic shutting down all dine in restaurants.
Results
As a result, Uncle Tito saw an increase in web traffic during the pandemic, optimized for Uber Eats and DoorDash. Their social media training on consistent posting, stronger branding and marketing campaign improved their social media metrics by 5x the followers.
These services were all given for free through their participation in the SEED Network & Accelerator.
