A teaser campaign that couldn’t promote the brand

Whitbread gave us a challenge to develop an employer brand and an integrated attraction campaign for a chain of new restaurants– the name of which was embargoed!

The resulting campaign not only secured a nomination at the prestigious RADs for the Best Campaign, but also won a Grocery, Advertising, Marketing Industry Award (Gramia) with the judges stating: “This whole campaign simply works! A truly integrated idea, with lots of novel format, broad use of communication and consistent art direction. They embraced the idea of mystery and used it to their advantage and it delivered fantastic results for the unmentioned brand. Well done to all involved!”

More importantly, it delivered some very strong traffic to our careers website with 6,500 unique visitors and over 400 online applications made in the first month alone. The restaurant chain was launched successfully under the name of ‘Table Table’.