Buona Beef | Murfreesboro Store IRL Promotional Campaign

Buona Beef partnered with MDNT to introduce its iconic Chicago-style Italian beef sandwich to the Middle Tennessee market ahead of its first store opening outside of Chicagoland. MDNT designed and executed a targeted in-real-life promotional campaign to educate consumers on Buona’s unique ordering style, build brand awareness, and create purchase intent by the local community before opening week in Sept 2025

• Entering a new regional market with limited product familiarity from consumers
• Educating consumers on the unique ordering experience of Chicago beef
• Executing multiple activations within fixed, short time windows tied to a store opening

• Planned and executed seven targeted pop-up activations in high-traffic, everyday community environments
• Deployed a branded food truck and lightweight mobile setup optimized for two-hour sampling windows
• Staffed each activation with trained MDNT Brand Activators focused on conversation-led education and connection
• Served as the local coordination point for creators and media supporting the launch

MDNT facilitated more than 800 consumer conversations and samplings across seven activations in the two weeks leading up to opening. The campaign helped prepare first-time customers for their in-store experience while establishing a strong local presence ahead of launch.