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What Would You Do For Free Food?

Branded Event Activation

Context: As part of a mentoring programme I was on, we were invited by a well-known global fast food brand to respond to a brief.

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Brief: The brand is all about big flavour, but it’s their audience who makes it something more. The ones setting trends, shaping conversations, and deciding what’s worth paying attention to. The brief asked how they could make their brand part of their audience’s worlds, their group chats, and their ‘you had to be there’ moments. They want to connect with people in a way that sticks. No forced marketing - just real people and real moments.

 

Audience insights I found:

  • The average Brit spends five years of their life feeling bored (British Heart Foundation)

  • 10% of individuals aged 16-24 reported feeling lonely often or always (The Community Life Survey 2021/22)

  • 51% of Britons say they find it difficult to make new friends (YouGov)

  • 20% of Britons say they have become distanced from close friends due to the coronavirus pandemic  (YouGov)

 

Third spaces are disappearing due to issues such as after-effect of lockdown, rise of social media and cuts. Third spaces is a term coined by sociologist Ray Oldenburg in the late 80s referring to anywhere else you spend time (cafe, gym, community centres, libraries) that isn’t home (first place) or work (second place). These third spaces are integral in fostering and engaging in community.

 

The brand’s audience is always looking for something to do and a place to meet people. They are looking for third spaces.

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Creative Brief Response: Monthly socials with free food provided. Each month features a new activity.

 

Campaign:

These monthly socials are a chance to meet new people and try something new. They are something to look forward to every month. You may not know what you’re doing but you know that you’ll get some good (free) food and that’s enough.

 

Rollout:

Film: The rollout for the socials will be centred around a social-first film with a well known friendship group of content creators centred around a main creator who will share the mysterious “what would you do for some free food promo” with the group.

OOH - Very simplistic design on screens with a QR code to create intrigue and make people want to scan

Brand Partnerships - Collaborations with events companies that hold events where people can learn or do something as part of their socials calendar.

Experiential/Influencer Marketing - content creators will be invited to the events and asked to create vlogs and reviews of the event

 

Campaign Intent:

  • Creates unmissable moments for the brand’s audience

  • Tailored to product launches (when relevant) to create memories and nostalgia around the product

  • Goes beyond tapping into culture and community into owning and evolving in these spaces

  • Accessible to all key Demographic profiles and allows marketing to new ones

  • It’s a conversation starter. Audiences will recount their experience, which makes the other person want to go

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