The primary campaign objective was to drive footfall to Frankie & Benny’s restaurants at a traditionally challenging time – the summer holidays. We needed to give families a reason to visit, position the restaurant as both affordable and family friendly and enhance the proposition “family matters at Frankie & Benny’s”. In addition, we were also driving high-value data acquisition via app downloads.
What We Did
We put the #KidsInControl and created the ultimate colouring competition, asking them to use their imaginations to draw new foodie characters for the grown-ups to snap and share on social for the chance to feature in the Kids in Control cartoon series.
Key messaging was distributed in a multi-pronged attack: a compelling offer, strategically targeted organic and paid content on owned channels, peer to peer recommendation and school visits. Secondly, a hugely successful app relaunch provided the perfect opportunity to drive family app downloads and gain that all important real-estate on parent’s phones. The exclusive #KidsInControl cartoon (created from the characters drawn by influencers’ kids) was hosted on the app and all in-store POS pointed to the app as the hub of the campaign.
The campaign reached over 3.5 million online organically, increased brand app downloads by 46% and drove an uplift in family visits to Frankie & Benny’s locations by 68%. Thousands of pieces of user generated content was shared as well as coverage on partnering parent blogs and social channels.