Pirata Group’s pasta bar Pici is introducing its third Pici Pasta Run on 22 October, encouraging HongKongers to take a break and embrace the creative costumes and team spirit the runners bring to the event.
During the day, Runnerreg will support the event in terms of race registration and timing services and MINDHK will be Pici’s charitable partner, with race fees going towards its Restaurant Mental Health Week in October. Other sponsors include Swire properties, Pane e Latte, Nespresso, Metabev, Pernod-Ricard, Bravo Fine Foods and Bright view.
In a conversation with MARKETING-INTERACTIVE, the spokesperson of Pici said the initial pasta run was made as a fun escape for the community during the time with covid restrictions and also as a way to help introduce the most recently opened Pici Pasta Bar locations on Hong Kong Island.
Entering the post-pandemic era, Pici hopes to bring the streets of Hong Kong to life with sports enthusiasts and fans. For the third year running, this will be Pici’s longest race, all the way from Pici Kennedy Town to Pici in Taikoo Place, a total of 12km. At least a hundred of participants are expected to attend the event.
The Pasta Run aims to energise the Pici team internally, encouraging staff to break away from their normal daily operations. Additionally, it plays a significant role in fulfilling Pici’s charitable and community outreach objectives.
Moreover, it serves as a significant milestone in Pici's growth in Hong Kong, evident through increased participation, heightened awareness, and the expanding number of Pici venues it can include in the run, said the spokesperson. The Pasta Run has now established itself as one of the cherished traditions of Pici, alongside the Pasta Giveaway.
In terms of marketing strategies, the spokesperson said a mix of digital marketing, social media, and PR has been leveraged, with special targeted outreach to the running community as well as its substantial Pici guest database and past Pasta Run participants. The event is also promoted through internal and other publications.
When it comes to ROI measurement, the spokesperson said Pici looks for and has seen in the past an uptick in visit frequency to Pici venues along the Pasta Run route, and it has been effective in introducing new fans to Pici as well. “On top of this there is of course the overall donation and participation numbers in the event trending in the right direction which encourages us to keep going.”
James Gannaban, director of marketing and communications, Pirata Group, said: “We're delighted to present Pici Pasta Run for the third consecutive year. We originally created this virtual charity run to lift our collective spirits whilst pandemic fear and anxiety raged across our newsfeeds. And now that that cloud has lifted, we saw it fit to challenge runners to an even longer, more scenic route - ending in a joyful pasta party as we have, the past couple of years.”
“All proceeds from the Pasta Run are donated to our partner charity, MIND HK's Mental Health Restaurant Week, in promoting social connection and mental health awareness through food. We hope the community rallies behind this meaningful endeavor once again, showing the world how we Hongkongers like to have fun and be altruistic at the same time,” he added.
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