Embed Size (px)
Citation preview
Valentine’s Day 2020.Casual dining
DIGITAL ACTIVITY
Choosing not to be overly romantic in tone, All Bar One centred its outdoor POS around a 2-4-1 offer on its Pink Grapefruit Collins, captioned ‘All for the love of cocktails’.
Its social media channels again steered away from the traditional theme, repackaging the event as ‘Galentine’s’, and positioning itself as the ideal location whether customers were ‘loved up with that special date or hanging out with your best mate’.
On the chain’s website there was a sharper focus on its food offering, with a three-course set menu from just £13.95, but it was still quick to push the Galentine’s angle as well so as not to dissuade any potential customers from booking.
“All Bar One’s campaign was careful not to pigeonhole,
presenting the chain as a viable option for both couples and
friends over Valentine’s.”
James Cannell Chief Creative Officer
DIGITAL ACTIVITY
OUTDOOR POS
www.itg.co.uk
DIGITAL ACTIVITYIN-RESTAURANT POS
DIGITAL ACTIVITY DIGITAL ACTIVITY
DIGITAL ACTIVITY
There was a playful tone running through ASK Italian’s Valentine’s POS, from the heart-shaped tomato with Cupid’s arrow pierced through its centre, to the cheeky headers above each of the three courses on its £19.95 set menu.
This continued on the chain’s website, with the tongue-in-cheek message reading ‘Be My Valentine… Love, Pasta X’, while it also ran a competition to win a romantic meal for two.
On its social media pages, the light-hearted posts advertising the seasonal menu and specials were accompanied by an aerial shot of its tempting dishes.
“ASK Italian managed to strike a nice balance with its
Valentine’s marketing, pushing a romantic theme that had
an underlying playful streak, perfectly representing how the brand is perceived by its target
audience.”
Alan Turner Creative Director
IN-RESTAURANT POS
www.itg.co.uk
DIGITAL ACTIVITY
DIGITAL ACTIVITY
OUTDOOR POS
DIGITAL ACTIVITY
‘Made With Love’ was the tagline of Beefeater’s Valentine’s Day campaign, both on its website, where it also pushed the limited-edition Meringue Kisses dessert, and on outdoor and in-store POS.
Its restaurants went for an on-theme colour scheme centred around plenty of red, with elegantly shot photos of some of its most popular meals thrown in for good measure.
Food imagery on social media was captioned with a snappy message, such as ‘Date Night or Mate Night’ and ‘Seal it with a kiss’, alongside a slightly longer post offering more detail on the dish.
DIGITAL ACTIVITY
IN-RESTAURANT POS
www.itg.co.uk
DIGITAL ACTIVITY OUTDOOR POS
DIGITAL ACTIVITY
Nothing says Valentine’s like flowers, and that was the thinking at Bill’s, where the front of the restaurant was shrouded in a dazzlingly colourful floral display.
The website kept things simple with a tasteful shot of two wine glasses and a message outlining its seasonal menu, available from Thursday 13th to Sunday 16th, while its Facebook page engaged followers and instructed them to book in advance for the big day.
DIGITAL ACTIVITY
DIGITAL ACTIVITY
OUTDOOR POS
www.itg.co.uk
IN-RESTAURANT POS DIGITAL ACTIVITY
DIGITAL ACTIVITYOUTDOOR POS
Bistrot Pierre kept to a standardised style with its Valentine’s 2020 campaign, whether that was through its POS advertising, social media posts or website design.
Each of them followed the same formula – a light-hearted, tongue-in-cheek message, finished with ‘That’s l’amour’, set on a deep red background and sometimes featuring two illustrated characters that all helped to enhance the relaxed, romantic tone of voice.
“‘That’s l’amour’ was a snappy play on the classic Dean
Martin lyric – ‘That’s Amore’ – that put French cuisine
and timeless romance into customers’ minds, while the
simple graphics and witty messaging brought it back to a
more relaxed feel.”
Jo Wilby Group Creative Director
www.itg.co.uk
DIGITAL ACTIVITY DIGITAL ACTIVITY
DIGITAL ACTIVITY
DIGITAL ACTIVITY IN-RESTAURANT POS
In-restaurant POS at Brewers Fayre was snappy and relaxed in tone, featuring cheeky messaging such as ‘Seal it with a kiss’, cute heart graphics and carefully styled imagery of its dishes and drinks. There was also a raffle to help the chain further engage with customers, with the chance to win a Valentine’s hamper.
Customer interaction was also a priority on Brewers Fayre’s social media channels, on Twitter it asked followers to comment and vote on their favourite love song from a choice of two.
www.itg.co.uk
DIGITAL ACTIVITY
DIGITAL ACTIVITY
IN-RESTAURANT POS IN-RESTAURANT POS
On Café Rouge’s website, the chain collaborated with champagne brand Piper-Heidsieck to give its customers the opportunity to claim a free trip to France for Valentine’s Day. It also dedicated a section of the site to the event, outlining its menu options with photographic examples of some of the plates.
Social media was awash with tempting imagery of Café Rouge’s food, as was its in-store POS signage, which stuck to an on-theme colour palette of red and pink along with plenty of hearts, helping distinguish it from its standard offering.
“The collaboration with champagne brand Piper-Heidsieck, the holiday
to France – romance was top of the agenda for Café Rouge, and it conveyed a more upmarket image that gave the chain an extra edge.”
Vicki MurcottBusiness Unit Director
IN-RESTAURANT POS
OUTDOOR POS
DIGITAL ACTIVITY
www.itg.co.uk
DIGITAL ACTIVITY
DIGITAL ACTIVITY IN-RESTAURANT POS
Hearts, reds and pinks – there was no mistaking the Valentine’s Day selection at Carluccio’s, and the restaurant channelled the classic perception of Italy by playing on the romantic theme.
Social media pages were used to push special-edition products such as its Jam Hearts, while an eye-catching display on its website encouraged customers to book for their Valentine’s meal.
IN-RESTAURANT POS
IN-RESTAURANT POS DIGITAL ACTIVITY
DIGITAL ACTIVITY
There was a sophisticated feel to Chef & Brewer’s outdoor POS signage for Valentine’s Day, with floral imagery and sharp lettering – a design that was repeated on the brand’s website.
Meanwhile, a theme developed on Facebook, as Chef & Brewer announced that it was ‘In a relationship with Camembert’, while a further post contained an image of two people dipping into the cheese, tagged ‘I camembert to be without you’.
DIGITAL ACTIVITY
DIGITAL ACTIVITYDIGITAL ACTIVITY
OUTDOOR POS
Playing on its relaxed, unpretentious perception, Chiquito’s Valentine’s set menu was smartly laid out and peppered with cute heart graphics.
Its South American roots came through clearly in the design of its website with themed cocktails, Mexican calavera skulls sporting hearts for eyes, and there was a clear focus on friendship as well as romance.
The brand’s social media channels promoted its dishes with witty posts and kept the target audience as broad as possible rather than narrowing it to couples.
DIGITAL ACTIVITY
DIGITAL ACTIVITY
IN-RESTAURANT POS
“Super-chilled with something for everyone – that’s Chiquito’s appeal
all-year round, and the brand condensed that message into some snappy Valentine’s advertising that
still managed to tap into the theme.”
Sarah PerryCreative Director
www.itg.co.uk
DIGITAL ACTIVITY
DIGITAL ACTIVITY
DIGITAL ACTIVITYIN-RESTAURANT POS
The centrepiece of Costa’s Valentine’s Day 2020 campaign was the release of its Ruby Cocoa Hot Chocolate, which featured heavily on its website, including in a competition whereby customers could win one of five ruby gemstones worth £5,000 simply by ordering the new drink via Deliveroo.
The brand’s social media pages also drove customer engagement on Instagram by asking followers to vote for their favourite hot chocolate from the Costa range.
In-store, Costa’s reusable plastic cups were given a Valentine’s makeover, with heart-shaped glitter to give them extra sparkle.
DIGITAL ACTIVITY
DIGITAL ACTIVITY IN-RESTAURANT POS
“The gemstone competition was a smart piece of marketing on several levels, as it tied into the Valentine’s
theme, promoted the limited-edition drink, drove customer engagement and drew attention to the delivery
option in partnership with Deliveroo.”
Chris PerksManaging Director of Digital Services
www.itg.co.uk
DIGITAL ACTIVITY
DIGITAL ACTIVITY
IN-RESTAURANT POS
DIGITAL ACTIVITY
DIGITAL ACTIVITY
Del Villaggio’s followers were never in danger of forgetting Valentine’s Day thanks to its social media countdown, with the brand switching its focus firmly to the event from New Year onwards.
POS signage utilised seasonal staples, with a deep red colour scheme and imagery of presents and roses.
DIGITAL ACTIVITY
OUTDOOR POS
DIGITAL ACTIVITY
DIGITAL ACTIVITY
The in-store and outdoor POS signage at Frankie & Benny’s kept to the brand’s recognisable style, with the scrawled typeface reading ‘Be my Valentine’, surrounded by a neon heart.
On its website, a grid of imagery and text focused on different areas of its Valentine’s offering, from its set menu to sweet treats and cocktails, and it also encouraged customers to plan ahead by securing a free cocktail with every booking prior to February 10th.
There was a play on the classic ‘Roses are red…’ rhyme on its social media, capturing Frankie & Benny’s relaxed feel while also showcasing its set menu.
IN-RESTAURANT POS
www.itg.co.uk
DIGITAL ACTIVITYRESTAURANT FRONT
“I loved the idea of a personalised Greggs gift card
– the cheeky message felt perfectly on-brand and was a great gift to share between
couples who don’t take themselves too seriously.”
Natalie SomervilleStrategy & Creative Director
Subtle touches were pivotal to Greggs’ Valentine’s campaign for 2020, with stores stocking its limited-edition novelty buns. Meanwhile, social media concentrated on a timeless classic – the sausage roll – with the message ‘Time stands still when you’re in love…’.
There was some real added value to be found on its website, with personalised gift cards meaning customers could send a cheeky but cute Valentine’s present to that special someone.
DIGITAL ACTIVITY
DIGITAL ACTIVITY
IN-RESTAURANT POS
OUTDOOR POS
OUTDOOR POS
‘Share the love’ was the consistent message pushed by Harvester for Valentine’s Day, the typeface clearly displayed on both in-restaurant and outdoor POS signage with a tempting image of one of its desserts below.
That same photo was splashed across its website, along with clearly marked buttons to navigate to bookings and nearby restaurants, while on its social media channels Harvester had a little bit of fun positioning Pancake Day as a Valentine’s alternative for singletons.
DIGITAL ACTIVITY
www.itg.co.uk
DIGITAL ACTIVITYIN-RESTAURANT POS
DIGITAL ACTIVITY
Reflecting the relaxed atmosphere of its restaurants, Las Iguanas went for a quirky play on a Valentine’s trope with its ‘You had me at Nacho’ slogan, which was consistently displayed across digital platforms and POS.
And while Happy Hour runs all year round at the South American chain, it advertised the offer as the perfect way to avoid those awkward first date silences through the Valentine’s section of its website.
OUTDOOR POS DIGITAL ACTIVITY
www.itg.co.uk
DIGITAL ACTIVITY IN-RESTAURANT POS
A clever piece of outdoor POS at Miller & Carter read ‘Ingredients For a Perfect Valentine’s’, and simply displayed two steaks below, surrounded by flowers. That sense of elegance was reflected in its menu design, which was sharp, clear and smartly laid out.
Its website also focused on the ‘luxury’ element, while the ‘Make Memories’ Instagram post showed off its desserts with beautifully shot photography and a snappy message.
IN-RESTAURANT POS
“Miller & Carter’s seasonal campaigns consistently capture the refined feel that pushes the chain to the upmarket end of the casual dining spectrum.”
Jess HylandBusiness Unit Director
DIGITAL ACTIVITY
www.itg.co.uk
DIGITAL ACTIVITY OUTDOOR POS
“While it can be tempting to go overboard with
graphics and bold colours for Valentine’s, the understated
feel of the Pizza Express campaign chimed perfectly
with the brand’s ethos.”
Robin JungBusiness Unit Director
DIGITAL ACTIVITY
DIGITAL ACTIVITY
Fun and light-hearted, Pizza Express’ outdoor signage also tapped into the grounded, unpretentious feel of its restaurants, with a jokey and relatable message set on a simple red background, with a white heart in the centre.
The stripped-back graphics were also found on social media posts, while its website was smartly set out and made it simple for customers to get from the homepage to making a booking in a matter of seconds.
OUTDOOR POS
Romance was definitely not in the air at Slug & Lettuce over the Valentine’s period, because the chain took the event in a different direction by putting female friendships first with ‘Galentine’s’. Posters were kept light and fun, with lipstick kisses replacing the usual hearts, and a limited-edition ‘Be My Galentine’ cocktail appeared on the menu.
That theme continued through to social media, with a competition to win a perfect girls’ date, which required followers to interact with the brand’s Instagram stories.
DIGITAL ACTIVITY
“Lipstick instead of hearts, girls’ night over date night – Galentine’s is now a well-established yearly event
at Slug & Lettuce, with the brand showing an acute awareness of its
primary market.”
Claire Cooper Creative Director
OUTDOOR POS
www.itg.co.uk
IN-RESTAURANT POSDIGITAL ACTIVITY
At The Botanist, the Valentine’s theme greeted customers as soon as they walked inside, whether that was through seasonal balloons, floral displays or the ‘All you need is love’ message on the front desk.
Social media posts encouraged customers to book their table for the event, added value with live music nights, and ran competitions that required followers to tag their friends, easily spreading its reach.
Elsewhere online, The Botanist’s website included a themed image in the background, and easily accessible links to find a local restaurant and book a table.
DIGITAL ACTIVITY
IN-RESTAURANT POSDIGITAL ACTIVITY
www.itg.co.uk
DIGITAL ACTIVITY
DIGITAL ACTIVITY IN-RESTAURANT POS
The Valentine’s set menu was front and centre of Zizzi’s seasonal campaign, with three courses for £21.95 advertised with simple messaging, leaving the focus on its carefully curated imagery.
Its website also pushed the limited-edition offering, while social media channels drew attention to a dessert sharing board and pushed competitions that required followers to interact with the page and tag friends.
OUTDOOR POS DIGITAL ACTIVITY
www.itg.co.uk
DIGITAL ACTIVITY
DIGITAL ACTIVITY
IN-RESTAURANT POS
Valentine’s Day 2020.Thank you
Get in touch for more information or to discuss opportunities for your business
*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.
