"G&I understand the local SW London food and drink scene and were the perfect partner to engage the locals. Their effective multi-channel campaign ensured that we were fully booked before the doors even opened."
Winner of a Time Out’s Love London Award and firm favourite with locals, Ben’s Canteen is open for brunch, lunch and dinner, 7 days a week. It began as a neighbourhood bar and restaurant on St John’s Hill in Battersea near Clapham Junction, then opened a second venue in Earlsfield.
Restaurant & Bar Launch
We were very pleased to work with Ben’s Canteen in March 2014 on the launch campaign for their second 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 campaign aims were to reach the Earlsfield audience and create buzz via social media to delight the loyal customers.
We built a schedule of PR and marketing activities, coordinating the channels and creating print and digital assets. Remaining true to the values of Ben’s Canteen, we worked with the in-house graphic designer to create something fresh and eye-catching to communicate the launch.
As the old Willie Gunn’s site on the main high street was being transformed, Gertrude & Ivy took the opportunity to harness local interest by placing a sign in the window, which poked a little fun at the generally held opinion, that high streets have quite enough estate agents. Not only did people photograph the sign and share it on social media, it fueled speculation over who was taking over the unit – one passer-by coined the #notanotherestateagent. Gertrude & Ivy ran with this organic response, using the hashtag to accompany tweets and posts via Instagram, alongside the announcement that Ben’s Canteen was going to open in Earlsfield.
This breadcrumbs style video was a key piece of content built by Gertrude & Ivy for this campaign, taking viewers on a walk from Ben’s Canteen in Battersea, to the new venue in Earlsfield. This worked to connect the two restaurants, to build familiarity on the strength and reputation of this existing brand and its strong local following.
The next step was to steer focus online. We followed our own set of best practice guidelines and leveraged social media, as well as optimising content for search, to promote and position the new Ben’s Canteen in Earlsfield.
The launch received good local press and online coverage, via Social Media and food & drink bloggers. Gertrude & Ivy is delighted to see the continued success of Ben’s Canteen, both in Clapham Junction and Earlsfield.