THE CROWNING GLORY
As the nation's most regal restaurant chain, Crown Carveries couldn't let the Royal Wedding pass without a royal fanfare. So while Kate Middleton and Prince William were planning their big day, we were planning a campaign to make more noise than the Queen's Guards brass band across national, local and digital channels.
In a three-month campaign we helped Crown Carveries lead the fight for column inches around the year's most talked about event. First we created international headlines by commissioning the world's first royal portrait made from the ingredients of a roast dinner (no, really!). Next, our competition to design a commemorative plate took schools by storm, with more than 1,600 votes on over 3,000 entries from across the country. Finally, journalists and customers alike scrambled to take advantage of our right royal promotion offering a free carvery for royal fans.
By the time of THAT balcony kiss, we had secured almost 200 pieces of coverage worth more than £105,000 in AVE, including mentions on Daybreak, Yahoo, AOL and BBC America. Our 'forktrait' was covered by Daily Mirror, Independent, i and Daily Telegraph, becoming the talk of the royal wedding blogosphere. And our local-level activity ensured coverage for individual restaurants in key regional titles from Dumbarton to Dover, driving all important footfall for the brand. Even the Queen would be proud!