Oryana Community Co-op, Traverse City, Mich., recently came up with a fun social reel and prepared foods promotion taking advantage of a hit summer song. In the reel, co-op staff dance and lip sync to Chappell Roan’s “HOT TO GO!” while promoting special deals on their hot bar and salad bar.

Oryana Marketing Manager Kirsten Harris says the idea for the happy hour deal came from a joint marketing and operations promo planning meeting a few months back.

“In early June, our cafes and culinary departments at both stores extended their hours to a unified 8am to 6pm every day [from 8am to 3:30pm Monday through Friday at one store and 10am to 6pm at another store],” Harris says. “Luckily, our tourist-heavy market jumped to take advantage of the daily hour changes right away, but we knew we’d need to do another round of promotions after tourist season winded down and our year-round population comes back into town. Enter the hot bar happy hour.”

The special focuses on driving attention to the co-op’s new extended hours while also attempting to build new shopper behaviors.

“We chose to target families that are settling back into their weekly routines in preparation for the school year, knowing that having the hot bar and salad bar available until 6pm every day might become a regular dinner option for some folks on the go,” says Harris.

Harris says that the marketing team was excited to use the trending “HOT TO GO!” audio in their promotions, which was even better because there was a dance element tied to it.

“We’re very appreciative of our staff who don’t require too much convincing to have fun with us for the sake of social media,” Harris says.

In addition to this social post, the co-op has plans to promote their happy hour with paid Meta ads running through its first weekend. Since the deal just launched, Harris says it’s too early to gauge reception, but after the first day of the promotion, they did see a large bump in 4pm to 5pm hot bar sales.

You can watch Oryana’s Facebook reel here.