The Bloquet

Ribs and Rumps

PR

CHALLENGE

Father’s Day – a key date in the restaurant trade for profitable bookings. But how could national chain Ribs & Rumps make sure they had every table booked for all of their Father’s Day sittings?

 

INSIGHT

We knew that Dads were sick and tired of the same old gifts. So we created a mouthwatering new present – only available at Ribs and Rumps.

 

IDEA

The Bloquet – the ultimate Father’s Day gift for Aussie Blokes. Each Bloquet featured 12 handcrafted and juicily cooked rosettes of wagyu beef wrapped in bacon, encased in green leaves and packaged up in shiny red wrapping paper.

 

SOLUTION

We created 25 Bloquets for use in Media Activations to drum up interest on a small budget, with each local restaurant rolling it out for their customers to purchase.  The buzz around the Bloquet started on social media with numerous media personalities sharing the Bloquet content. The Bloquet soon went viral, reaching the front page of news.com.au, the Today Show (TV and website), The Daily Mail, Nine News (coverage across Queensland, Melbourne and Adelaide) and numerous radio stations.

With an earned media value of over $1.2 million from just a $10,000 investment, we generated an extra 1200 bookings for Father’s Day.