First Watch: Weekdays Are The New Brunch Days Campaign
FREE DELIVERY CAMPAIGN | ROLE: CREATIVE LEAD & VISUAL DESIGN | AGENCY: VERT
With the COVID19 pandemic hitting dine-in restaurants hard, First Watch had to pivot to focus on takeout and delivery as a main source of revenue. We worked with the First Watch team to create a digital led campaign to raise awareness of delivery, as it was something they had not done previously. Utilizing paid media, organic social, email, and bag inserts we came up with a free weekday delivery campaign aiming to shift the perception that brunch can only be on the weekends.
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Designers: Cece Bailey
Copywriters: Angie Jordan, Anasha Stevens, & Denise Pleasant
The Process & Execution
Once we settled on an overarching campaign concept we started to get into the tactical ideas. With First Watch only being open from 7am - 2:30pm we decided to try running two distinctive sets of ads, one during the day when they were open, and one in the evening to encourage users to order free delivery for the next day. The day part creative was light and bright, while the night part creative leaned into the moody vibes of dark mode. We worked with photographer Luke Howell to capture some custom shots specifically for the campaign and created new graphic conventions that were specific to this campaign.
The Results
This campaign ran for a short two weeks, only on weekdays and we had some killer results.
