The Keg is all about being guest-centric and energized with its latest campaign work.
The creative features a peppy score and people of all ages enjoying a night out. Scenes include a bustling downtown street and lots of laughter during the dining experience, interspersed with still photos of good times, camaraderie and birthday candles.
Chantal Chiarelli, who was named VP of marketing at The Keg in April, tells strategy the new campaign is an effort to refresh and revitalize the “See You Tonight” platform.
Through the years, campaigns under that platform have typically focused on nights out for special occasions in a somewhat more subdued tone, whether that be celebratory dinners or after-work drinks. The new effort aims to inject more energy, fun and passion when it comes to connecting with guests through celebratory moments, as well as camaraderie between the people dining together. It’s also about emphasizing the diner – the “you” in “See You Tonight” – to reiterate that the brand remains focused on an exceptional guest experience.
It’s really about encouraging guests to “come as they are,” Chiarelli explains, while demonstrating that the restaurant can provide both good times and heightened hospitality.
The work is by newly named creative AOR Juliet, which won The Keg remit in February, in part, Chiarelli explains, because of the agency’s ability to do “edgy” work, but also to transform how brands are perceived.
“As the world changes, we need to evolve as well to touch guests of all stripes,” she says.
The Keg’s goal, Chiarelli says, is maintaining its core customer of baby boomers and families heading out to celebrate, while growing its business with Gen Z and younger Millennials, which is an emergent target looking for good times and a more casual way to enjoy restaurants with happy hours, appetizers and fun.
Launching in late summer, Chiarelli says, is a recognition that people are in a “deceleration” mode, and receptive to a message about good times. That makes now a good time to celebrate this vision, in advance of things returning to business as usual in the fall.
In Canada, the campaign includes TV, OLV, social and high impact digital OOH, as well as organic elements on social, email and The Keg’s website. A version of the campaign running in the U.S. includes many of the same channels, except for conventional TV.
An employee engagement initiative and PR is also part of the mix: the campaign kicked off with a celebratory private party at the Keg Mansion in Toronto for over 150 VIP guests with complimentary food and a surprise and delight performance by indie rock band Arkells.
Jungle Media handled the buy.
“This is a high priority campaign,” Chiarelli says, so it has “the richest investment of all the campaigns we do year-round.” The other key periods for the brand are holiday times and its “Lobster Summer” menu.
