Advertising agency Leo Burnett recently won a 2014 gold Cassie award for its experiential, indoor and street-level out-of-home (OOH) campaign for Earls Restaurant & Bar’s annual Lobster Event.
The premium-casual restaurant chain had identified the need to refresh its branding, so it decided to reinvigorate the Lobster Event, one of its oldest promotions. Research showed customers found eating lobster was somewhat intimidating, so Leo Burnett built the campaign around three simple instructions, “Snap, Twist and Pull,” each of which was given its own poster (examples pictured).
By making the promotion less stuffy and more fun and social, the campaign increased same-store sales up 111 per cent over the previous year’s event and overall restaurant sales rose by 3.2 per cent. The annual Cassie awards honour Canadian advertisements that achieve solid business results.
