Member Article

IF agency campaign for Fayre & Square sees roast beef dinner named UK’s favourite dish

The IF agency - the Manchester based creative agency - has completed a promotion called ‘Fayre Fight’ for Fayre & Square that saw the Roast Beef Dinner crowned the UK’s favourite dish.

IF was briefed to promote Fayre & Square’s Pub Classic dishes from its main menu so the team devised an interactive POS and social media campaign that saw a runoff between a selection of the nation’s most loved meals. Customers were asked to vote via Facebook or Twitter in four matches which were promoted on placemats in every Fayre & Square restaurant.

The heats were: ‘East Meets West’ (Pie vs Chicken Tikka Masala); ‘Fish Bang Bang’ (Cod & Chips vs Sausage & Mash); ‘The Thriller on the Griller’ (All Day Breakfast vs Gammon Steak) and ‘The War of the Roasties’ (Roast Beef vs Roast Chicken).

Two semi finals then followed and the grand final saw Cod & Chips slug it out with the Roast Beef Dinner – the latter coming out on top! The campaign reached over 107,000 Fayre & Square customers. Voters also had the chance of winning Fayre & Square gift vouchers if they participated.

Jane Moore, group account director at The IF agency, said: _“Fayre & Square’s Pub Classic dishes are massively popular and the debate around what’s the best dish is never far from the dinner table. The aim of this promotion was to get people interacting and I’m pleased to say that the response was fantastic and it certainly created the buzz we want_ed.

Jane added: There has been a significant rise in the popularity of American inspired dishes such as pulled pork and gourmet hotdogs, but we also wanted to champion the best of British cuisine and reassure Fayre & Squares’ customers that it’s never far from its pub grub roots.“

Carol Rhead at Fayre & Square, added: “The Fayre Fight promotion really resonated with our guests as everyone has their own opinion on what makes their favourite meal special. The traction and engagement it generated – both on and offline - clearly demonstrated that passion and it seems a good Roast Dinner is hard to beat!“

This was posted in Bdaily's Members' News section by The if agency .