Proud winners of...

2017 MAA #DODIFFERENT EFFECTIVENESS AWARD

2017 THE DRUM MARKETING AWARD FOR BRAND DEVELOPMENT/EXTENSION STRATEGY OF THE YEAR

2017 IPM BRONZE AWARD FOR RETAIL

Portfolio architecture . Market positioning . Brand strategy . Concept development . Brand identity . Brand guidelines . Menu and POS suite . Interior design assets . 360 brand experience . Launch campaign . Experiential sampling . Ongoing promotional plan .

Whitbread restaurants wanted their flagship steak restaurant Beefeater to grab a slice of the high street sector. But taking an established brand into a fast moving retail space had its natural challenges. We recommended using the strength of the core Beefeater brand to help support the new concept and vice versa. Our proposition for Bar+Block was to focus on the restaurant's key point of difference - fresh and unique hand-cut steaks made to order along with a range of eye catching promotional offers. With the food cracked we created a unique comms construct heroing the + construct in a contemporary way to stand out against our new high street competitor set. Bar+Block was born

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THE PRINCIPLES

  • Focus on great steak.
  • Add a contemporary twist.
  • Hero the craft and quality of our chefs.
  • Elevate the role of the bar to set a more informal tone.
  • Create a promotional plan to drive footfall throughout the day and week.
  • Then spread the message through digital proximity media, sampling, door drops, social and restaurant comms.

TEXT+ILLUSTRATION

The simple use of the + device in our comms for Bar+Block gives us consistent tone of voice across all our comms.

“The Express Lunch is a game changer for our business.”

Phil Birbeck
Managing Director, Whitbread Restaurants

WHAT MAKES US PROUD?

Three amazing awards for one campaign! So proud!

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