THE TOLD BY THOMAS TIMES
JERRELL’S
BETR BRGR
The (Cool) New Kid on the Block.
A plant-based burger joint with Harlem roots turned into a media darling and festival favorite through a steady mix of earned buzz, cultural storytelling, and strategic partnerships.
Jerrell’s Betr Brgr isn’t just another vegan burger spot — it’s a cultural touchpoint in NYC’s food scene. Known for its craveable plant-based menu, bold brand personality, and community-driven ethos, the Harlem-born concept has built a devoted following that stretches beyond neighborhood borders.
From my earliest work with Jerrell’s Betr Brgr, the goal was clear: elevate the brand from a local favorite to a recognized name in both food media and cultural lifestyle press. Over multiple years, I managed ongoing PR efforts spanning traditional media, event amplification, partnership announcements, and high-profile pop-up activations — making sure the brand stayed relevant, desirable, and top-of-mind.
“Whatever it is, the way you tell your story online can make all the difference.”
From Street to Screen: Building Jerrell’s Digital Flavor
When Jerrell’s Betr Brgr first opened, its cult-worthy menu was already built to turn heads — but in 2021, the brand’s digital footprint was a blank slate. I led the creation and execution of Jerrell’s first-year social media strategy, launching the brand on Instagram and TikTok with content that captured the same energy as its neon-lit storefront and late-night burger runs.
The approach was rooted in authenticity, visual crave appeal, and community connection. From mouthwatering close-ups of vegan burgers to behind-the-scenes looks at the kitchen and the founder’s personality, every post was designed to give followers the sense that they were “in” on the city’s best-kept secret.
In parallel, I built and managed the brand’s influencer relations program — hand-selecting food creators, cultural tastemakers, and local personalities whose audiences aligned with Jerrell’s growing fan base. These relationships didn’t just generate a flood of high-quality user-generated content; they also created a ripple effect, driving consistent lines out the door and fueling media curiosity.
By the end of that first year, Jerrell’s had evolved from a single-location vegan burger joint into a social media force — one whose digital presence was as irresistible as its menu, and whose online buzz continues to drive real-world results.
Building a Brand That Stays on the Menu
Like crafting the perfect burger, the PR recipe was about balancing the sizzle (timely buzz) with the substance (a deeper brand story).
Plant-Based, Press-Ready — Positioned Jerrell’s Betr Brgr as a leading voice in the vegan food movement, securing coverage in national outlets, NYC dining guides, and plant-based lifestyle media.
Event Spotlighting — Amplified high-visibility appearances, from the Lincoln Center Juneteenth Culinary Arts Festival to branded pop-up activations that drew foot traffic and press coverage.
Campaign Storytelling — Reframed unique brand moments into timely narratives, including the “Betr Brgr x United Airlines” pop-up case study during Newark Airport delays, which connected food coverage to broader news cycles.
Partnership PR — Managed announcements and media outreach for collaborations with cultural organizations, food festivals, and community partners, highlighting the brand’s values alongside its menu.
Founder Visibility — Secured profiles and interviews that showcased Jerrell’s story, entrepreneurial journey, and the brand’s community-first mission.
By the Numbers
Multi-year PR relationship with ongoing media visibility
30+ earned media placements across food, lifestyle, and cultural outlets
Featured in local, national, and event-specific coverage
Event activations generated consistent day-of media pickup and social buzz
Strategic partnerships amplified to reach audiences beyond core vegan consumers