Digitising a TV campaign

Our task was to build an engaging digital layer into Harvester’s Chef Wars campaign, which was based around a TV ad promoting the brand’s family-friendly credentials and customisable food offering. In the ad, a young brother and sister – dressed as mini Harvester chefs – battle it out to persuade viewers that his or her menu options are the best.


Challenge

Our task was to build an engaging digital layer into Harvester’s Chef Wars campaign, which was based around a TV ad promoting the brand’s family-friendly credentials and customisable food offering. In the ad, a young brother and sister – dressed as mini Harvester chefs – battle it out to persuade viewers that his or her menu options are the best.

Solution

On the Harvester website, we hosted a Chef Wars app inviting users to vote for their favourite sibling – Ben or Annie – and see, in real time, who was edging ahead. A prize draw for a family break was incorporated and, after voting, users were presented with a link to the ad via Harvester’s YouTube channel, in case they’d missed it on TV.

A streamlined, interactive photo-survey for Harvester

We targeted existing Harvester customers through a series of subscriber emails, and used the brand’s social channels, as well as seeding activity on relevant websites, to extend our reach to new audiences. Customers were also pushed to the app via point-of-sale material in Harvester restaurants.

Results

More than 30,000 votes were cast in our Chef Wars web app, garnering 90,000 page views and more than 15,000 views of the ad on Harvester’s YouTube channel.

Harvester