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Brakes Healthiest Children's Menu Award
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Objectives
To launch a channel specific campaign positioning Brakes as a leader in driving healthier children’s menus within the family pub sector. With families dining in pubs more often and the impending smoking ban, making pubs more attractive as a dining destination by appealing to the health conscious family presented a huge opportunity to the pub market.
Target Audiences
• Chain and independent pubs
Strategy
A national competition was held in conjunction with The Publican, to find the UK’s healthiest children’s pub menu. The competition was launched via editorial coverage in The Publican, by direct mailing all relevant Brakes customers as well as a downloadable entry brochure on both Brakes and The Publican’s website. To enter, publicans had to answer a simple questionnaire detailing the changes they had made to their children’s menu in order to make it healthier and demonstrate steps taken to make their pub more inviting to families.
Results
The competition generated extensive coverage in The Publican and over 300 pubs entered across the country. The campaign provided a good platform to promote Brakes’ Healthier Choices range and demonstrated that Brakes is leading the way in healthier menu solutions. The winner was awarded £5,000 of children’s garden play equipment, which had great appeal to the independent pub operator as a means of driving family customer footfall. Two runners-up each received £500 worth of Brakes Healthier Choices products. The winner was featured in a case study within The Publican at the end of the campaign. |
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