Beefeater, the restaurant and pub chain, is hoping to persuade
people to take a fresh look at its menus in its first television push
for four years.
The campaign, which was created by Bartle Bogle Hegarty, takes a
humorous look at the reasons why people might visit a Beefeater as well
as offering lingering shots of the food.
In the first of three 30-second spots, a caption suggests that a visit
to a Beefeater might be in order ’because you won a tenner on the
lottery’, while another spot explains that you might deserve a visit
’because someone won the egg and spoon race’.
Other wry explanations include, ’because you’ve had a bad hair day’ and
’because it’s cheaper therapy than shopping’. Each spot ends with an
invitation to ’RSVP’ by phoning an 0800 number.
While the lines appear on screen, the camera pans over selections from
the new Beefeater menus, which are being updated at the chain’s 300
restaurants across the UK. The films were directed by Gus Filgate at
Attwell Martin, who specialises in filming and photographing food.
The commercials broke in two television regions this week and will be
rolled out nationally at the beginning of next year. They were written
by Brian Cooper and art directed by Jason Stewart.
Media planning and buying is by Motive.
