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DISCOVER PROJECT

Roast Dinner Hero Stories

Roast Dinner Hero Stories

CLIENT

Toby Carvery

PROJECT OVERVIEW

Real people, real stories, unusually high engagement (12% engagement rate vs a 3% social average for 2024), 5.68M reach, and 498K people shifting to a more positive brand impression.

Real people, real stories, unusually high engagement (12% engagement rate vs a 3% social average for 2024), 5.68M reach, and 498K people shifting to a more positive brand impression.

CHALLENGE

Toby Carvery is the Home of the Roast but needed to drive increased relevant reach and brand favourability by broadening emotional engagement and driving purchase intent to a new audience in a tough trading period.

Toby Carvery is the Home of the Roast but needed to drive increased relevant reach and brand favourability by broadening emotional engagement and driving purchase intent to a new audience in a tough trading period.

INSIGHT

We truly believe that every roast dinner should be celebrated. Not just the food. But the occasion too. So we set out to uncover the people and stories that deserve to be celebrated, and spread a little bit of everyday positivity, over the nation's favourite meal... a roast dinner

We truly believe that every roast dinner should be celebrated. Not just the food. But the occasion too. So we set out to uncover the people and stories that deserve to be celebrated, and spread a little bit of everyday positivity, over the nation's favourite meal... a roast dinner

SOLUTION

We discovered what a roast dinner actually meant to the people of the UK and uncovered the nation’s roast dinner stories via a series of heroes. That’s why we teamed up with Tom Skinner and then Social Bite, our charity partner in Edinburgh, who provided the story for our first hero. We then used the ads from this content to drive traffic to our nominations page for people across the country to submit the stories of their own hero, who we then filmed with.

We discovered what a roast dinner actually meant to the people of the UK and uncovered the nation’s roast dinner stories via a series of heroes. That’s why we teamed up with Tom Skinner and then Social Bite, our charity partner in Edinburgh, who provided the story for our first hero. We then used the ads from this content to drive traffic to our nominations page for people across the country to submit the stories of their own hero, who we then filmed with.

OUTCOME & RESULTS

We expanded the number of people who would typically see / think about Toby in that period: 422K people became aware of the brand who were not before (from 47M to 47.4M). They were more emotionally engaged than normal: 12% engagement rate – average engagement rate on social for 2024 is 3% and positive impressions of the brand increased by 498K people across the campaign period. And when they were retargeted to book, we saw strong results: Over 42K link clicks over 3 episodes (driving bookings for Mother’s and Father’s Day), Purchase intent was stronger across the period, with an extra 247K people who had no purchase intent before having intent after the campaign period.

We expanded the number of people who would typically see / think about Toby in that period: 422K people became aware of the brand who were not before (from 47M to 47.4M). They were more emotionally engaged than normal: 12% engagement rate – average engagement rate on social for 2024 is 3% and positive impressions of the brand increased by 498K people across the campaign period. And when they were retargeted to book, we saw strong results: Over 42K link clicks over 3 episodes (driving bookings for Mother’s and Father’s Day), Purchase intent was stronger across the period, with an extra 247K people who had no purchase intent before having intent after the campaign period.

Example of the work

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