Can you help us
get Glasgow excited
about our pizza?
With several beloved spots in Scotland’s capital, Civerinos was ready to conquer Glasgow. Many brands have tried—and failed—to bridge the Central Belt divide. Our mission? To ensure Edinburgh’s favourite pizza arrives with a bang in the country’s supposed ‘second’ city.
100+ pieces of coverage
OUR
CREATIVE
PROCESS
As brands expand, consumers can be turned off. We aimed to showcase the human side of Civerinos by sharing the story and ethos of the amazing pizza chef who started it all —Michele Civiera.
Through several in-depth conversations, we uncovered an angle we knew journalists would find tasty: to start the business, he had to sell his sneaker collection.
Instead of a typical influencer event, we wanted Civerinos’ opening night to reflect the brand’s authentic and effortless vibe. We focused on creating a genuinely cool moment by gathering Glasgow’s trendsetters for the ultimate pizza party, ignoring follower counts and engagement rates to prioritise genuine connections.
Memorable moments
Created a media storm with an oven-ready package of Michele’s personal story, generating coverage across the media – from Edinburgh Live and Edinburgh Evening News to BBC and The Metro.
Developed a unique club of Civerinos fans, inviting Glasgow’s coolest people – not those with the most followers – to spread the word.
Kept the story going with community activations, including providing free pizza to kids during their summer holidays.
Supported all activity with creative photocalls and videography, giving media outlets and their social platforms exactly what they need.
We focus on solving business problems with creative ideas that cut above. When tasked with making Christmas party bookings happen, the team organised a mini-campaign to position Civs as an office party no-brainer.
During our campaign, the Story Shop team was on—hand to assist with the monumental challenge of opening a new restaurant, from curating invite lists to helping with design - our scope of work goes far beyond media releases.
Did someone say pizza party? We coordinated a launch event to welcome Civerinos across the M8 in style.
Coverage
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I sold my rare sneakers to start a pizza business
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I sold my trainer collection to start a pizza business – it’s now worth £10,000,000
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I used money from my rare side hustle to start pizza restaurant empire – now it’s worth £10million
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'I sold my collection of trainers to build £10m pizza empire'
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We tried Civerinos in Glasgow and the pizza slices were the biggest we have seen
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Civerinos, Glasgow, restaurant review - New York style pizza slices in colourful first venue for Edinburgh pizzeria
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Man who sold his sneaker collection to start a pizza business says it’s now worth $10 million
“Before joining forces, we’d heard some really great things about the team at Story Shop. As a brand that tries to do things differently and is really passionate about the space and industry they occupy, working together always felt like a natural fit for us. Making the move through to Glasgow had always been a part of our plans, but we knew we had to get it right. Story Shop were the perfect partner throughout the project. They knew what was important to us, what we needed, and who we needed to speak to. In short, they just got it.”
Michele Civiera
Founder
222k coverage views
12.4M POTENTIAL AUDIENCE
