Nosh Launch at Telus Garden

Glowbal Restaurant Group is one of Western Canada’s fastest growing restaurant groups and has become one of the most successful restaurant companies in Vancouver since it was founded in 2002.

Glowbal Restaurant Group asked Reformation to design a clever and impactful strategy to officially launch Nosh, the company’s latest concept: a grab n’ go cafe made for busy, on-the-go professionals and health buffs alike, located in Vancouver’s newest landmark building, TELUS Garden.

total media + social impressions earned


total media + social hits generated


worth of editorial secured

The Reformation

Knowing that Glowbal Restaurant Group’s goal was to reach influential millennials, notable professionals, and key media across the city to drive brand awareness, social buzz and foot traffic, we crafted a custom strategy that tapped both media and influencers for maximum impact.

Media Relations

We kicked things off by making a play for traditional media, the traditional way: distributing a press release and targeted media pitches that introduced Nosh as a brand-spanking new concept that would turn Glowbal Restaurant Group’s signature sit-down dining experience on its head.

Brand Amplification

Next, we coordinated and hosted a casual media launch event on a sunny Wednesday afternoon at Nosh. With tours of the back of house, a catered buffet-style reception and a welcome speech from proprietor Emad Yacoub, the event gave media and influencers from outlets including CTV Vancouver, Global BC, Western Living, MONTECRISTO, Vancity Buzz, Vitamin Daily, and Vancouver is Awesome a behind-the-scenes look at (and taste of) the company’s latest concept, a special take-home box of selected treats, and a quick sneak peek at the coming reopening of Glowbal Restaurant Group’s flagship restaurant at the TELUS Garden, adjacent to Nosh, later that summer.

Influencer Management

We hand-delivered a surprise treat to 30 key influencers from Style Nine to Five, Vonbon Apparel, Style by Sarai, Vitruvi, I Wear the Headress and other hip brands throughout Vancouver, consisting of a dozen handcrafted artisanal petit-fours straight from the Nosh oven and an invitation to book a completely free, completely curated experience for themselves and a guest at Nosh.

Social Media Marketing

Each recipient also received a branded postcard inviting recipients to post their treat on their social channels with #NoshGlowbal, then do the same while enjoying their Nosh experience. We worked with the client to capture all social mentions, ensuring engagement was at optimal levels while reposting high-value content on the brand’s native channels, resulting in 50+ influencer social posts.

The Result

The exposure for Nosh hit a perfect balance: it created brand awareness and recognition for the new concept, drove foot traffic (and cravings!), and most importantly, established Nosh as a brand separate from its sister restaurant, Glowbal, preventing us from blowing the lid off Glowbal’s eventual reopening too soon. More than 75 key media guests attended the launch event, and our collective efforts resulted in 323 social posts and 83.4M media and social impressions, not to mention editorial hits in Vancity Buzz, Western Living, and The Georgia Straight, among others.

“We’re not sure it’s possible to be everything to everyone, but new Vancouver restaurant-café hybrid Nosh is giving it a fair shot. It’s grab-and-go, it’s sit-down, it’s cocktails between business meetings—a certifiable triple threat, if our calculations are correct.”

Julia Dilworth, Western Living