With a hearty new breakfast menu from the culinary team we knew we needed to cook up a campaign that hit our core audience (Male leaning, 25-45), and met the brand goal of being fun, friendly and elevated–while also letting the food do the heavy lifting. Our customer wasn’t coming for champagne and niceties, they were coming for a laugh, and for a little hair of the dog that bit them.
I needed to capture the hangover-healing happiness, and do it fast–and without models–so I put together a moodboard featuring bold colours, and copy saltier than a hashbrown. The message would be clear: This brunch will make you feel good. Hungover? Get brunch. Sad? You know it. Just wanna have fun and eat some eggs? We got you.
With photos in the bag, I created a suite of social, digital and OOH options with poppin’ copy (all by yours truly) designed to grab attention, make people laugh, and sell the narrative to our target audience that LPE was the brunch they needed, now.
I’ll be so real with you, they didn’t let me say “He Hash Risen” on easter weekend but I tried. We put together a fast and furious campaign that grabbed eyes, and filled tables, and didn’t cost us an arm and leg. It looked just as good as it tasted.
All photography by Jan Snarski