Campaign:

English’s ‘Quiet Periods’

"For an offer to be announced in such an exclusive format, we did not expect to serve the number of covers that we did. Sales beat every January we’ve ever had, it was a fantastic start to 2015, and we believe that we would not have seen this uptake if it hadn’t been for the digital marketing delivered by Pleece&Co. From the initial meeting to the end of the special offer, it’s been an exciting addition to our menu and one that will certainly be returning in 2016."

- Simon Leigh-Jones, Director, English’s of Brighton


Background:

Even the finest establishments experience the odd dry spell, and Brighton based seafood and oyster restaurant, English’s, were no different. Whether it was a dreary Monday in January, the lead up to Valentine’s Day or a cold November Sunday evening, they needed some careful seasoning.

The Brief:

We asked English’s to draw up a calendar and pinpoint days of the week, week-by-week, month-by-month, that needed to be spiced up. We did some background research – What were their competitors doing? What could English’s be doing better? What was missing in the marketing mix? – and came up with a strategy.

We broke said calendar down and dealt with each month separately. Starting from the top – what could we do to remedy the January blues? How about an exquisite five-course tasting menu.

Execution:

We paved the way and Head Chef Clayton Green whipped it into a frenzy, crafting five perfectly balanced courses before handing over the reigns to the wine experts themselves, who selected the perfect pairings for each course.

To launch the new tasting menu guests were treated to a free flight of wine, announced only through social media and email marketing, and a whopping 90% of guests who ordered the menu knew about this exclusive offer.

Speaking of those emails we sent out – we sparked a click rate of 10 times the industry average in the first round, and since January every email we’ve sent out, with carefully considered content and timed releases, has smashed the industry average for open rates.

englishs-campaign-tasting-menu

The Results:

One of the only restaurants in Brighton serving such an indulgent banquet, the delivery of English’s Tasting Menu exceeded January sales going back as far as they can remember. They served over 100 covers in the first 10 days alone, and to date the tasting menu has been a popular choice any day of the week, enjoying a refresh together with their new spring menu, which launched in March.

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