Greene King: Grill Seekers

The Challenge

To raise nationwide awareness of the brand’s new summer menu at Pub & Grill.

We were specifically tasked with igniting interest in the hero grill dishes – including a 32oz Tomahawk sharer and a 16oz T-bone steak – and driving football into pubs to enjoy the new menu.

 

The Idea

With fierce competition among casual dining brands for customers’ time, attention and money, we needed a hook to get people talking about Pub & Grill.

So, we launched a search for an official ‘Grill Seeker’. This once-in-a-lifetime role would see one lucky person land a dream role – getting paid to visit pubs, sample steaks, and spend time with loved ones this summer.

We created a mock ‘application’ form on the brand’s website encouraging meat aficionados to apply. And, to drive web traffic and applications, national and regional media activity was tailored to all Pub & Grill locations.

The winning candidate had the agreeable task of visiting pubs over the summer, with up to five guests, to try the new menu and report back…nice work if you can get it!

 

The Results

The concept of getting paid to go to the pub did not go unnoticed. Within days of launch we had secured:

  • 7 national articles, including on the viral news site Tyla, and multiple pieces in the Daily Star –putting us 74% ahead of target
  • 71 regional articles – 250% above target
  • A whopping 95% of coverage including key messaging around the new menu, with specific mentions of the hero dishes

In total, 972 people applied to become the brand’s Grill Seeker, with more than 80% of them opting in for future marketing communications.

The campaign landed during an early spell of warm weather, helping to deliver a 17.3% increase in year-on-year sales (pre-covid) for the brand.