EatClub has launched its first major brand campaign ‘Dining Out. Done Smart.” developed by independent creative agency It’s Friday.
The campaign marks the first large-scale brand investment in EatClub’s history and signals a new chapter for the Australian-founded business as it expands across Australia and the UK. It is also the first EatClub piece of work from It’s Friday.
It was developed around the insights that even the best restaurants have quiet moments and that Australians want to dine out more than they currently do. The campaign aims to position EatClub as the smarter way to discover venues, unlock exclusive offers of up to 50 per cent off food and drinks and earn rewards.
Co-founded with three-star Michelin chef Marco Pierre White, EatClub has built a community on both sides of the table, with Australian diners saving $100 million a year and local hospitality generating more than $400 million in additional revenue.
The campaign launched with a hero film centred on a diner who moves through a series of bustling restaurants and bars, opening doors into new dining experiences as she goes. She embodies the campaign’s central idea: that the smartest diners don’t compromise on experience, they simply know how to get more from it. The film culminates with EatClub’s new brand platform, ‘Dining Out. Done Smart.’
“Depending on who you talk to, EatClub is either Australia’s best or worst kept dining secret. 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.” said EatClub chief marketing officer Louis Esther.
“EatClub is one of Australia’s best-kept secrets. 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.” said It’s Friday chief executive Pete Bosilkovski.
The campaign has launched across television, streaming, outdoor, digital, audio, social 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
