The Challenge
Scream pubs, owned by Mitchells & Butler, are aimed at students and like-minded individuals looking for a great pub atmosphere and experience. ODD were chosen to deliver a branding exercise to drive food sales through a range of on trade promotional campaigns.
ODD Solution
The youth audience of today are not as brand loyal as the previous generation and we knew that if we were to make a real impact in food sales, we needed to constantly bombard our audience with reasons to revisit and eat. We also new that word of mouth and social networking would play a major part in driving repeats footfall to the bars.
Through a series of experiential, sales promotion and branding work we positioned Scream as the destination of choice, from breakfast through to dinner, for affordable, quality food backed up by a guarantee of fun and good company.
ODD Results
Having already been launched, we were able to measure like for like results over a six month period. Our work resulted in a 40% increase in food sales and double digit uplift in alcohol sales.
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See Also
Armani Code
New Look
PlayStation Experience
