SAY YES!
Hungry Horse
1.2m+ reach
1.7m views
The Challenge
To build brand relevant and emotional connection among value-conscious families by supporting Hungry Horse’s campaign to encourage people to ‘SAY YES!’ to the little things that bring them joy.
With a specific focus on using creator-led content, Hungry Horse challenged us to reach 1m+ users, encouraging them to feel the fun of going out again following the ‘January pinch’.
The Idea
We wanted to shift focus away from the commercial and discount messaging typically seen across the hospitality industry in Q1, towards storytelling celebrating affordable, feel-good moments.
High impact celebrity content (fronted by Scarlett Moffatt) combined with relatable micro-influencer activity encouraged audiences to SAY YES! to everyday and new experiences – culminating in visits to Hungry Horse pubs.
The SAY YES! online brand platform encouraged user participation, allowing Hungry Horse to reconnect emotionally with value-seeking families, while supporting paid media and data capture.
The Results
The SAY YES! campaign exceeded its goals, delivering:
- 1.2m+ reach (+25% above target)
- 1.7m views
- 24,000 engagements
Across Q1, five creators produced 54 pieces of content – a cost-efficient approach which achieved an avg. CPV of £0.06 (well within UK benchmarks).
Creator Stories proved particularly impactful, driving 66% of total reach, 54% of total views and over 1.5K organic clicks to site.
More widely, the campaign had a positive impact on brand perception driving a 4% uplift in value for money (VFM) perceptions – an indicator of how strongly customers feel Hungry Horse delivers quality and experience for the price – helping to reinforce the brand’s core positioning.
24,000engagements