Four weeks before Christmas spottydog was challenged to deliver a tactical pre-Christmas publicity hit to help Mitchell & Butler’s, the UK’s largest managed pub and restaurant operator, give their brands like Toby Carvery, Harvester, Ember Inns and Browns high profile presence during the crucial Christmas seasonal celebration period.
We recognised that there could be high news value in using Christmas Dinner customer booking data as a barometer to indicate the number of people and locations where guests were expected to dine out on Christmas Day. We also used customer pre-booked menu choices to indicate the most popular dishes that would be served up on Christmas Day, number of turkeys, tonnes of potatoes and Christmas Puddings.
Given the time frame, we recognised that digital media opportunities would represent a good share of our media target plan, so we also created a suite of digital assets, including infographics and maps to use within our digital press kit.
We secured over 35 pieces of coverage which included The Times, Daily Mail, BBC Radio 5 Live and a host of regional publications. From a commercial perspective, Mitchells & Butlers achieved its best ever Christmas Day trade.