Food & Drink: Take your hat off to Benito's tweet deal

Mexican restaurant brand Benito's Hat wanted to create a big buzz on a small budget. Unity came up with an integrated three-day campaign combining a social media 'tweets for eats' competition, media relations and amplification of an in-store promotion.

Campaign: Tweets for Eats
Client: Benito's Hat
PR team: Unity
Timescale: October-December 2011
Budget: £12,500

 

Objectives

  • To drive buzz for Benito's Hat
  • To increase Twitter followers
  • To increase sales.

Strategy and plan

Benito's Hat has three restaurants in London - Covent Garden, Goodge Street and Oxford Circus. Unity identified the brand's target audience as young professionals working in creative industries such as advertising, PR, marketing and media.

Unity spotted that members of this group often had a competitive nature and a desire for social recognition among their peers. Based on this observation, the team proposed a campaign that put these characteristics at its core.

By a stroke of luck, the Mexican celebration of Day of the Dead - or Dia de los Muertos - was approaching, so Unity recommended using this calendar hook to anchor its activity.

The agency launched a 'Tweets for Eats' competition, encouraging offices in central London to tweet 'give me a free burrito' to @benitoschat using #dayofthedead and their #officename as hashtags.

The offices were in competition with each other - the more tweets an office sent, the more likely it was to win burrito meals. These tweets effectively 'steered', in real time, a food delivery car (Day of the Dead Karma Kar) to their office. As well as office workers, the Twitter profiles of media outlets were contacted to spread news of the promotion.

To drive people in-store, Londoners received 50 per cent off their main meal if they visited in Day of the Dead fancy dress such as skull face-painting, Hawaiian shirts, garlands of marigolds and top hats. Additionally, if someone spotted the Karma Kar on its way around London, took a picture of it and then presented it in-store, they could receive money off their meal.

A targeted programme of media relations accompanied the social media campaign. Media targets included all online London-centric titles that feature quirky stories, and eating and drinking articles, as well as marketing trade titles.

Meanwhile, as the campaign progressed, burritos were delivered to the breakfast show teams on Capital FM, Radio 1, 1xtra, Xfm, Heart, LBC and Absolute Radio to further drive buzz via the airwaves, as well as on Twitter.

Measurement and evaluation

By day three of the campaign, it had become the number three trending topic in the UK. With more than 2,000 Twitter mentions of the competition and #dayofthedead, there were also tweets from Dougie Poynter from McFly (419,000 followers) and Lisa Snowdon from Capital FM (49,000 followers). Unity secured 14 pieces of coverage including in the Metro and AnOther Magazine.

Results

The campaign helped Benito's Hat to achieve a sales increase of 25 per cent.

 

SECOND OPINION

GARY FREEMANTLE, CEO, CLARION COMMUNICATIONS

I liked this campaign - and testament to its success was the fact that the whole Clarion office got involved and won some burritos.

Unity was intelligent and strategic in identifying a sweet-spot target audience and its motivations (agencies are competitive, chat in the office about fun online offers and are big tweeters).

It also demonstrated a good understanding of Twitter in using minimal incentives (free burritos delivered) for maximum results (great sales uplift and good online buzz and traditional media).

'Tweets For Eats' was a punchy concept, but I wonder if the campaign could have been even stronger if Unity had stuck just to that theme rather than introducing the Karma Kar (hard to understand the relevance) and even the Day Of The Dead itself (not that well known in the UK).

When one creates too many new names there is always a danger of the main client brand being overshadowed.

Money saved from these extra elements could have funded a longer social media programme.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.