Earls Restaurants Promo, Case study ALL DAY. ALL NIGHT. by Leo Burnett Toronto

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ALL DAY. ALL NIGHT.

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Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market Canada
Agency Leo Burnett Toronto
Creative Director Lisa Greenberg
Copywriter Kelly Zettel
Producer Kim Burchiel
Illustrator Dave Kenny
Released June 2012

Credits & Description

Advertiser: EARLS KITCHEN + BAR
Agency: LEO BURNETT TORONTO
Category: Best Use of Ambient Media: Small Scale
Advertising campaign: ALL DAY. ALL NIGHT.
Group Account Director: Allison Ballantyne (Leo Burnett Toronto)
Illustrator: Dave Kenny (Leo Burnett Toronto)
Producer: Kim Burchiel (Leo Burnett Toronto)
Group Creative Director/Art Director/Designer: Sam Cerullo (Leo Burnett Toronto)
Creative Director: Lisa Greenberg (Leo Burnett Toronto)
Account Executive: Angelica Bennett (Leo Burnett Toronto)
Chief Creative Officer: Judy John (Leo Burnett Toronto)
Copywriter: Kelly Zettel (Leo Burnett Toronto)
Date: June 2012
Strategy
Earls is an upscale restaurant chain that has been in Canada for over 30 years. In 2012, they brought our agency on-board to help refresh a brand that had become a little tired in the eyes of the consumers and the organization itself. One of our first challenges was to breathe new life into Earls’ Annual Patio Party. Historically, each restaurant came up with and executed their own theme for the evening event and there was pressure on marketing to deliver one unified theme and a lot of increased sales.

Effectiveness
On the day of the event, most restaurants experienced double-digit sales growth vs. the previous year. In the case of 3 restaurants, they experienced over 35% increase in sales. But equally important was the anecdotal feedback from the Earls organization and local restaurants. Customers loved the cleverness and cheekiness of the day to night creative. Moreover, with marketing materials shipped right to the local restaurant doorstep, it made execution easy and consistent across the country. Coining the new phrase ‘party-in-a-box’. Building this type of organizational momentum laid the foundation for forthcoming marketing programs.

Execution
As this is a one-day event, it was important to create high-impact moments through the limited number of traditional media executions in-restaurant to pre-promote the event and ensure a high turnout. Core posters, menu inserts , billfold and digital assets communicated both the important event information while sharing the spirit of the event. On the day of the event, we amplified the experience by adding new executions with coasters, staff pins and a customized playlist. Waitresses even wore yellow accessories and nail polish to complete the experience. It was clear when customers came to Earls on June 21st, there was a cool party that would last from day through to the night.