How we made food & offers tasty for Mitchells & Butlers

Make it happen Sizzling Pubs, part of the Mitchells and Butlers group, wanted Brazen to heat things up on its Facebook page and give it a big bold personality to make engagement and reach soar.

The current activity was promotional and competition heavy and so they were looking for fun ideas that would capture fans’ attentions in increasingly crowded newsfeeds.

What we did It wasn’t just about creating fun content for content’s sake, a hero, hub and hygiene strategy was developed in order to amplify content at key times of the year for new menu launches while a drip feed drumbeat of rich content would ensure the engagement stayed high the rest of the year.

For the hero content, we looked at current foodie, viral video trends and decided to capitalise on these with a Sizzling Pubs twist.

The Tiny Food trend was emerging online and wanted to flip that on its head showing Sizzling Pubs ‘didn’t do Tiny Food’ and celebrate the generous portion sizes. A delicious ice cream sundae was perfectly recreated in miniature, using doll’s house crockery…  and very steady hands.

We created a ‘Tasty’ style video which showed fans how to ‘make’ the perfect steak and chips, which finished, of course, by saying the best way of making it was just popping into your local Sizzling pub for a bite to eat.

In addition, seven simple hub videos were aimed at the core audience who enjoy comforting, classic dishes which were brought to life with a range of stop motion and live action video techniques to bring variety to the channel and surprise and delight the audience.

Content was amplified with a sophisticated advertising strategy to reach the core demographic. Testing both format and video length, we were able to increase all core metrics including; views, reach and click-throughs to the new menu.

Screen time We smashed all KPIs and what’s more: Increased Sizzling’s page reach by 249% MoM, Created 424,078 video views, increased views by 8,665% MoM, Generated 9,447 clicks to the new menu, Created 972 reaction, Increased Engaged Users by 28%.