Summary
McDonalds, the quick service restaurant operator, wanted to increase awareness in China of its sponsorship of the London 2012 Olympics. However, it needed to overcome the impact on consumers' interest of the time difference and distance between China and Britain. This case describes how the brand created a 'real-time Olympics' smartphone app to engage consumers in the Olympics when they were at McDonald's outlets. The app was downloaded more than three million times and led to the redemption of in-app coupons which generated new sales for McDonald's.

Summary
In 2011 McDonald's, the quick service restaurant operator, introduced a virtual currency into the Danish market. These so-called digital “Coins” were integrated into the brand's advertising elements across all media platforms and could be collected via a purpose-built smartphone app which could scan visual and audio codes embedded in the advertising. When users had enough Coins in their accounts, these could be exchanged for free offers. As evidence of its success, this case study cites usage of the app, coin redemption, increases in brand favourability and improved media efficiency in the second wave of the campaign, following the success of the first.

Summary
US restaurant chain Taco Bell realised it was out of step with the Millennial generation which prompted a brand repositioning from that of “Jester” to “Explorer”. The brand observed that consumers’ relationship with food had moved from that of ‘food as fuel’ to food as experience – to be explored, enjoyed and shared. This fully integrated campaign encouraged consumers to venture out of the norm and try new food experiences. This led to an immediate and positive turnaround of its brand image and positive scores on the ‘brand love’ metrics. Taco Bell became culturally relevant again and experienced a positive halo effect in other areas of business.

Summary
This case study demonstrates how Red Lobster, the American seafood restaurant, used consumer research to revitalise the brand and drive greater frequency of visits. Due to dated perceptions and declining sales, Red Lobster conducted Ethnographies and Consumer Dine-Alongs that showed that consumers were completely unaware of the good changes the restaurant had made. The resulting Sea Food Differently campaign inserted humanity into the brand by showcasing real Red Lobster employees talking about the changes taking place through traditional and digital media. Following this, sales increased ahead of the category and guest counts increased for the first time in years.

Summary
Sports bar chain Boston Pizza wanted to increase overall sales of boneless chicken wings, a key menu item, by 5% and make the brand a top-of-mind destination for wings during the 2012 Canadian National Hockey League playoffs. It created a fictitious character, Terry Peters, and built up a social media profile for him before relaunching the product as 'All Meat Wings'. Using TV, radio, online, press, events and social media, it built buzz and engaged the male target audience across multiple channels. It also bought advertising space on key sports channels and video games such as Xbox. This drove an overall sales uplift of 43%, with more than 50% of wings' sales being All Meat Wings. It also established Boston Pizza as a destination for wings during the NHL playoffs.

Summary
This Canadian campaign, for Boston Pizza International, a fast food chain, focussed on the client's USP: the variety of its menu, when compared to those of its rivals. The creative was based around the concept of Finger Cooking: busy dads making the family meal with a finger and a computer - in other words, visiting Boston Pizza's website and ordering online. Media used included TV, DM, outdoor, social media and online video ads. Both hard and soft business metrics, from sales to brand awareness, were boosted by the campaign.

Summary
Lah!, a new, highly-designed Madrid restaurant specialising in Southeast Asian cuisine, wanted to grow, engage and encourage repeat bookings from its customer database of cosmopolitan Spaniards interested in its authentic food. Activity included email campaigns, as well as physical mailings to its top customers, featuring offers and promotions. Since launch, the number of diners at the restaurant has increased by around 20% month-on-month.

Summary
Boston Pizza is a Canadian casual service restaurant that needed to re-launch its substantially improved chicken wings and raise sales. The "Flatties and Drummies" campaign developed to do this featured an "expert" of wing appreciation across multiple touchpoints. Additionally it formed the basis for a significant boost in the company's social media consumer base. Once the campaign was launched into the marketplace the wings became the fastest selling item in the restaurant. The goal of increasing sales by 50% was exceeded within the first two weeks of the eight-week campaign. In total, actual product sales were triple the estimated growth.

Summary
Babingtons English Tea Rooms is a famed cafe and tourist attraction in Rome, Italy. Its brand was repositioned in 2010 to emphasise its English heritage, in order to attract both locals and visitors. It was a low-budget initiative, costing £20,000. The positioning was one of English eccentricity and Victoriana, and included new packaging for Babingtons' product range, including teas, jams, shopping bags and aprons. Post-rebranding, Babingtons' revenues rose 40% and merchandise sales rose 60%.

Summary
Boston Pizza, already the number one casual dining chain in Canada, wanted to lead the Take Out and Delivery (TOD) segment. Though an online ordering system was available for all of its 345 locations, awareness of the service was almost non-existent. Discounting was common amongst competitors in the online TOD service, which was not considered an option for Boston Pizza. Additionally, the rivals offered far less variety in their menus. Boston Pizza chose to concentrate on mass channels in its media choice, as these had been underused by competitors. The creative idea was targeted at fathers, who were increasingly preparing evening meals for the family but didn't want to waste time cooking. It took the form of a relatable character called Bill who promoted "Finger Cooking", for which you only need your laptop and your finger. Following the campaign, unaided awareness grew by 14%.