Mayfair Launch

Go Greek Yogurt was founded in Los Angeles in 2012 and has grown to more than 20 sites across the US and Middle East, built on imported Greek yoghurt, functional nutrition and a following that includes Blake Lively, Gigi Hadid and Jennifer Aniston. In July 2026 it opened its first UK site on South Molton Street in Mayfair. It arrived into a market that was about to get crowded. Frozen yoghurt became London’s food story of the summer, with four international brands opening inside eight weeks. Go Greek needed to land first, land loudest, and establish itself as the authentic Greek option rather than one more entrant in a trend. The objective was a high-impact cultural launch that introduced the brand to the UK with real visibility, set a category standard for authentic Greek yoghurt, and owned the space between performance nutrition and everyday lifestyle eating. MeMo was appointed in March for a July opening. Four months of lead time, against an industry norm closer to six weeks. That runway is what made the rest possible. The pre-launch work was deliberately unglamorous. UK social handles secured and the accounts populated before anyone searched for them. The press release written, approved and out to trade in March, so the opening was a known event months before it was an event. Window vinyl designed and installed on South Molton Street so the street started asking questions in spring. A countdown content series running down to the day. Creator gifting landing in homes before a single bowl could be bought. Press office ran continuously from spring through launch and beyond, across trade, consumer, food and lifestyle. Influencer activity was seeded through June and scaled into the opening, with gifting, vouchers and a launch moment built for creators to capture rather than simply attend. Organic social ran seven days a week across Instagram and TikTok, with in-house content shoots feeding the channels, and design holding the window, the cup, the grid and the campaign assets to a single brand. Paid social ran full-funnel across Meta and TikTok, planned in the same room as organic so the ad creative was the content that had already proved it worked. Paid delivered over 600,000 people reached, more than 1.2 million impressions and 2,880 new followers to the UK account. The coverage itself shows the sequence working. May and June were pure press, 24 pieces across trade and consumer titles building credibility months before anyone could buy a bowl. July, when press and creators fired together, produced 67 pieces on its own and the social engagement on that coverage jumped from single figures to more than 55,000. Across May to August, the campaign generated 129 pieces of coverage, reaching a total audience of 290 million with almost 4 million estimated views. The launch month alone accounted for 67 pieces and 156 million audience, making Go Greek one of the most visible of the summer’s frozen yoghurt arrivals. Coverage, reach and follower growth are the visible measures of a launch. The one that counts is commercial, and it is where this campaign landed. The London opening delivered the highest grossing first 30 days of any Go Greek launch in the brand’s 14-year history, ahead of every site it has opened in the US and internationally. That is what a fully integrated scope is built for. Strategy, press office, influencer, organic social, design, paid social and CRM ran as one team against one calendar, pointed at a single commercial outcome rather than six separate sets of reporting. The visibility numbers are the mechanism. The revenue is the result. The launch also left the brand something durable. Go Greek is now a fixture in London’s food conversation, with an earned-media footprint that keeps it visible in search, social and AI-driven discovery long after the opening queues have gone.