Food worth following.
The Challenge
etc.venues needed to stay interesting, relevant and front of mind with event planners throughout the year. But there’s only so much you can say about beautiful meeting spaces before the story starts to feel familiar. We needed a fresh reason for planners to keep noticing, following, and sharing the brand.
The Mind Hack
The answer was sitting in attendee feedback.
When guests were asked about their experience, the quality of the food came up time and again. It wasn’t simply a welcome extra, it was often the most memorable part of their day. That gave us an appetite for a different approach: showing event planners what they and their guests were missing.
The Idea
A regular series of short social videos brought the food experience to life, pairing dishes prepared by the in-house chefs with the brand’s playful tone of voice.
“If it’s pouring outside, we start pouring inside.” Freshly baked pudding, with hot fudge sauce poured over it.
“Eton Mess without the mess.” A meticulously presented version of the classic dessert.
More than 70 video promos were created each year, giving planners a steady stream of tempting, shareable content and a reason to keep etc.venues in mind.
The Results
The videos helped grow etc.venues’ LinkedIn following from 2,047 to over 20,000 in three years, with their shareability extending the brand’s reach.
There was an unexpected benefit in the kitchens too. Seeing their colleagues’ dishes featured inspired the chefs to outdo one another, encouraging greater creativity and raising the quality of the food across the venues.