dadasd 

ignis

Core disciplines: Brand Activation, Digital, Experiential marketing

the challenge

How could Fuller’s Kitchen change the perception of its food offering? Fuller’s provide a constantly evolving, brilliantly sourced food offering, but the stigma of ‘pub grub’ holds the product back. We were challenged to reinvent the way that people think about Fuller’s Food, and help the brand become as famous for good food as they are for their beer.

the spark

The key was to elevate the status of Fuller’s food from a pub offering to restaurant quality food in a relaxed pub environment. By using real Fuller’s Chefs in real Fuller’s Kitchens, we realised that we could deliver authenticity in the campaign and effectively communicate the restaurant quality dishes and values that are motivating customers, such as fresh food cooked on site.

the connection

The ‘We Take Taste Personally’ campaign was launched across 397 6 sheet sites under the overarching brand ‘Fuller’s Kitchen’, OOH collateral was supported by advertising in the Evening Standard and a three-month paid targeted social media plan. Featuring real Fuller’s chefs overlaid with their own quotes conveying their attitude towards food, the campaign was promoted through ‘signature’ collateral consisting of A-boards, chalk boards and Signature menus signed by the Head Chefs to emphasise the passion and belief they put into in every dish. Supported through social media; an Instagram focused campaign gave customers unprecedented access to the kitchens to see first-hand the Fuller’s chefs at work. This unique insight into the kitchens allowed customers a fresh perspective on Fuller’s food, highlighting the care and quality that goes into every Fuller’s Kitchen dish. The campaign utilised a paid social strategy over 3 months, directing real Fuller’s chefs’ stories to a targeted audience. This ensured that the most discerning, influential London foodies were given an understanding of the brand and a change in perception.

 

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