THE BRIEF

Burger & Lobster asked us to transform World Lobster Day into an ownable brand moment – building fame and relevance for the restaurant among 25–44-year-olds.

WHAT WE DID

We tapped into the perception of lobster as an unattainable luxury – positioning Burger & Lobster as the place to enjoy indulgence without intimidation.

We grounded our creative in consumer insight, launching a nationwide survey to reveal attitudes around lobster dining. This formed the backbone of a bold PR and influencer campaign designed to drive conversation and bring lobster to the people

We hosted an exclusive press and influencer event on World Lobster Day, combining food, content creation and storytelling. Paid influencer partnerships were activated to amplify reach and drive sampling with Lobster bicycles, while targeted press outreach secured high-quality media coverage across markets.

RESULTS

Culturally resonating - campaign landed across markets - London, Singapore & New York restaurants

Driving sales - 20% average increase per head on 2023

Reaching millions - 7.7M+ earned media reach, 1.7M influencer reach + 18 pieces of earned editorial on the day incl. Sheerluxe, The Handbook, Culture Trip

Getting people talking - 90+ social posts in 24 hours

“It’s not an easy market out there at the moment so to cut through the noise the way we did [...] and build a deeper brand story around this day is a huge success.”

Hannah Williams, Head of Marketing and Digital, Burger & Lobster Restaurant Group