Brief Explanation

Challenge: To make a striking impact despite a limited budget and without a full-fledged campaign Key Objectives: To make consumers aware of the most delicious menu served and to get its target audience to call for takeaways.

The Brief

The restaurant Coal, had launched a take-away lunch menu with a limited fare. They wanted to promote this in the catchments nearby, but had a limited budget.

How the final design was conceived

As the main objective was to popularise the take-away lunch menu from Coal Indian Grill & Kitchen amongst its target audience, we took an innovative and unexpected approach to achieve it. Rather than relying on mainstream advertising, we thought of involving the people by surprising them and raising their interest level in the restaurant. Receiving the menu on an absorbent paper bib as a newspaper insert, would definitely catch people's eyes and would at once trigger a notion in their mind that the food served at Coal Indian Grill & Kitchen is mouth-watering delicious. As a result, they would surely be tempted to call the restaurant either to place an order.

Indication of how successful the outcome was in the market

The phones at the restaurant didn’t stop ringing even after lunch time was over. And since the bib was made of absorbent paper, its functionality ensured that our patrons used it at lunch time even on days they did not order for a Coal takeaway. This helped Coal achieve incredible brand recall. Also given that the leaflet was an economic advertising option, the client was happy to change the menu every week and continue this activity for the next 3 months.