Case Study – Ben’s Canteen
We were very pleased to work with Ben’s Canteen in March 2014 on the launch campaign for their second restaurant opening – a new place in Earlsfield, following the same winning concept they have been running on St John’s Hill in Battersea for two years.
The BC brand is confident, relaxed and good fun. The campaign aims were to reach the Earlsfield audience and create buzz via social media to delight the loyal BC followers. We built a schedule of PR and marketing activities, coordinating all channels and creating print and digital assets, working with the in-house BC designer, all the time remaining true to the values of BC whilst creating something fresh and eye-catching to carry the important messages.
Whilst the new BC bar and restaurant in Earlsfield went through its transformation from the old Willie Gunn’s site, we saw an opportunity to harness the natural interest local people have, when passing by and looking at the changes going on in the unit, whilst poking a little fun at the general opinion that high streets have quite enough estate agencies already.
Not only did people photograph the sign and share it via social media, but it fueled
conversations speculating who was taking over the unit. One user coined a new hashtag which saw loads of interaction in the early part of the campaign: #notanotherestateagent was born. We ran with this organic response and chose the hashtag to accompany posts on Twitter and Instagram when we announced the news of BC opening in Earlsfield.
One of the key pieces of content we built for the campaign, was a “breadcrumbs” style video which took viewers on the walk from BC in Battersea, to BC in Earlsfield. We used the Flipagram app to turn stills into video. We wanted to connect the two restaurants so there was a feeling of familiarity and trust from the audience, as this is an extension of an existing brand with a strong following.
We also built shorter Flipagram videos of the walk from key places / well known spots
around Earlsfield, to root BC alongside all-things Earlsfield to create the association, enter and start conversations in the local area and tap into the feeling of ownership (“that’s my area”).
The next step was to steer focus online. We followed our own set of best practise guidelines and leveraged social media as well as search engine services to promote the new Ben’s Canteen in Earlsfield.
The launch was a success. Ben’s Canteen – Earlsfield received extensive online and print reviews and today continues to have a steady influx of new and existing diners.