Wellington Burger Trail

Eat, Drink, Play help connect Wellington’s hospitality venues with the biggest celebrations in the city. Our client had planned a mayoral-themed burger trail to coincide with Burger Wellington and the upcoming (and hotly contested) mayoral election. We needed to find a way to generate hype and boost participation in this year's burger event.

With Burger Wellington just around the corner, we decided a multi-channel approach was needed. Our OOH approach was to target customers in-store before they had decided what to order. Table talkers and posters were distributed to participating restaurants to bring attention to the campaign. Artwork featuring hand-drawn illustrations and quirky caricatures of our eight mayoral candidates encouraged patrons to ‘Vote with their tastebuds.’ On Facebook, we ran an awareness campaign bringing attention to both the campaign and the prize (a Wellington staycation). Both our digital and OOH media linked to a landing page where burger-fans could cast their vote and enter the draw to win the grand prize. This mixture of digital and traditional media meant we were able to drive awareness and turn interest into entries for this event.