EatClub has launched its first major brand campaign, introducing a new brand platform, “Dining Out. Done Smart.” Developed by independent creative agency It’s Friday, the campaign marks the first large-scale brand investment by the restaurant deals app.
The campaign signals a new phase for the Australian-founded business as it expands across Australia and the UK. It is also the first EatClub work created by It’s Friday.
According to the release, the campaign is based on the idea that restaurants experience quieter periods and that Australians would like to dine out more often than they currently do. It positions EatClub as a way for diners to discover venues, access offers of up to 50% off food and drinks, earn rewards, and use the app when dining out.
According to the release, Australian diners save $100 million annually through the platform, while hospitality venues generate more than $400 million in additional revenue by filling quieter trading periods.
The campaign launches with a hero film featuring a diner moving through a series of restaurants and bars, opening doors into new dining experiences. The film concludes with the new brand platform, “Dining Out. Done Smart.”
“Depending on who you talk to, EatClub is either Australia’s best or worst kept dining secret,” said Louis Esther, Chief Marketing Officer, EatClub.
“But trying is believing, and once you have, there’s no going back.
“What makes it work is that both sides genuinely love it. Diners discover venues they’d never have tried, save on food and drinks, and the whole experience is completely discreet. Restaurants turn quiet periods into busy ones. That kind of win-win is rare, and this campaign is our moment to share it with the Australians who haven’t found us yet.”
Pete Bosilkovski, CEO, It’s Friday, said the campaign was developed to introduce more Australians to the platform.
“EatClub is one of Australia’s best-kept secrets,” said Bosilkovski.
“It’s built a passionate community of diners and hospitality venues, but most Australians still don’t know it exists.
“The opportunity was to introduce people to a smarter way to dine out. One that helps them discover great venues, enjoy more experiences and get more value from every occasion. ‘Dining Out. Done Smart.’ captures that idea in a simple and memorable way. It’s a platform built around helping Australians make the most of one of the things they love doing most: eating out.”
The campaign is rolling out across television, streaming, outdoor, digital, audio, social media and cinema.
Credits
Client: EatClub
Chief Marketing Officer: Louis Esther
Head of Brand and Comms: Talina Cruz
Creative Agency: It’s Friday
Production Company: Rabbit
Director: Al Morrow
Executive Producers: Lucas Jenner & Alex Hay
Associate Executive Producer: Marcus Butler
Producer: Sarah Nichols
DOP: Gregoire Liere
Offline Edit: Lucas Vazquez
Grade: Alina Bermingham
Online: White Chocolate
Music and Sound: Studio Tonic
Photographer: Joel Pratley
