Case Study: Elevate

Elevate is a London smoothie bar redefining the capital's wellness scene with functional, high-performance blends. TwentyTwenty Communications was appointed to lead the launch, building national media profile from a standing start and turning a brand-new hospitality concept into a cultural talking point in under six months.

The Brief

Elevate needed launch PR that did more than announce a new opening. London is saturated with wellness brands, all competing for the same column inches and the same lunchtime spend. The challenge was carving out genuine cultural relevance, driving footfall in the early weeks and generating the kind of momentum that would attract retail partners, investors and a loyal customer base. Targets spanned tier-one lifestyle, business, fashion and women's titles.

The Approach

TwentyTwenty built the strategy around story angles, not product features. The team mapped Elevate against wider cultural shifts in London and identified narratives the press were actively chasing.

One standout pitch, "Are finance bros the new wellness girlies?", landed because it captured a real behavioural shift on the ground in the City. Bankers, traders and tech workers were quietly swapping pints for protein blends, and no one had named it yet. The angle gave business desks something fresh and lifestyle desks a sharp human-interest hook. Other angles explored functional nutrition, the rise of "third place" wellness spaces and the economics of London's performance-first lunch hour.

The Results

Within six months, Elevate secured coverage in The Times, Forbes, Stylist, Marie Claire, Sheerluxe and The Observer, with further pickup across national lifestyle and trade press.