Challenge & Solution
Farmhouse Inns challenged Brazen to position its brand as the ‘go-to destination for carvery lovers’, adopting a challenger brand approach to take on the market leaders (in carvery!) and raise brand salience by highlighting their offering as a Christmas Carvery like no other.
To entice customers ahead of the festive season, Brazen designed and delivered a Farmhouse Inns take on the classic festive red cup: The Carvery Mock-A. Although it gave the appearance of a festive drink, with Farmhouse Inns’ Christmas slogan etched on one side, The Carvery Mock-A was filled to the brim with gravy and topped with a Yorkshire pudding for dipping – YUM!
Distributed to every Farmhouse Inns across the UK, a photoshoot worthy of a Starbucks campaign was orchestrated, positioning The Carvery Mock-A as the perfect festive serve.
As well as sharing the imagery with key media, a series of authentic family influencers were tasked with heading into their local Farmhouse Inns and experiencing the Carvery Mock-A for themselves.
Results & ROI
- A KPI smashing campaign that drive tangible traffic to the booking engine – 185 hits, including 2 pieces of national features and blanket regional coverage in over 150 sites. What’s more, 100% of online coverage contained either a hyperlink or implied link
- On social channels, influencer coverage reached a wide audience of 71K accounts, with a high engagement, resulting in over 63K impressions.