TASTE
A tactical campaign in The Rocks

Discovering what’s beneath the Chef’s hat

As a tactical response to the news that TV’s popular show Masterchef was locating a pop-up restaurant in The Rocks area we decided to promote the precinct as a culinary centre of excellence. At the time of the campaign the greatest concentration of hatted restaurants in Sydney were in, or within a short stroll of The Rocks.

Working closely with the SHFA marketing team we created a promotional campaign called TASTE. The aim of the campaign was to create a buzz around the diverse fine dining options in the area. Our approach was to capitalise on the keen interest in the ‘celebrity chef’ by giving potential visitors an insight into the gastronomic passions of those who create the food on the plate.

The campaign menu consisted of:

STARTERS

An enticingly fresh teaser campaign, served through digital channels. This appetiser was steeped in the unique flavours of The Rocks and infused with a dash of intrigue and a hint of ‘what’s to come’.

MAINS

A hearty promotional campaign layered with generous portions of print, digital and environmental delights. Served with an accompanying course of rich content in the form of nine promotional films each showcasing the chefs’ signature dish.

And to finish …

JUST DESTERTS

After the hours of toil in the heat of the kitchen, the proof was in the pudding.

(insert results of the campaign here)

Hat’s off to the chefs of The Rocks.