Creating a proactive ad campaign launched across OOH and social
This interactive campaign began with a request by the family pub chain Fayre & Square, for a paper placemat to promote dishes for British Food Fortnight.
I’d developed one idea around a tournament format that turned the placemat into a world cup wallchart, allowing diners to play at the table by comparing their favourite dishes. “We’ve got something bigger here”, I thought, so I asked my agency if we could pitch a whole campaign the next day instead.
That evening spent with my copywriter, T.J, writing all the ring announcement descriptions was one of the most fun nights I’ve had in an agency.
![FF placemat mockup [TEMP]_2.jpg](https://static.wixstatic.com/media/473609_d24efd7161274438add9dd0dc190a22d~mv2.jpg/v1/fill/w_979,h_657,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/FF%20placemat%20mockup%20%5BTEMP%5D_2.jpg)
The posters worked at the most local level possible – the family dinner table. But we also wanted to try something which would take the campaign out of the restaurant. A national version of the tournament that played out across Twitter and Facebook, with daily votes scheduled across British Food Fortnight, cumulating in a grand final to find the nation’s favourite pub dish. This would be a big step for a brand whose low-key social presence was mainly for responding to customer queries.
The client bought it, turning a single piece of POS into a social and print activation that not only reached beyond existing customers but allowed the brand to trial interactive broadcast activity on their social channels.