Burger & Lobster has been serving up its iconic lobster roll for over decade. To switch things up a gear with the aim of positioning the restaurants as dynamic foodie destinations to appeal to a new, younger, digitally-savvy demographic, we secured a collaboration with sandwich maestro and TV chef Max Halley of Max’s Sandwich Shop.
Two exciting, limited editions rolls saw the surf and turf specialists plastered all over social media and featured within print and digital press. Whilst the bulk of coverage was planned for launch week, we generated a second tranche of exposure, including broadcast, using British Sandwich Week as a hook.
Over 42 pieces of press coverage, including Channel 4’s Sunday Brunch, were generated with a reach of over 90 million with 26 key influencers targeted, providing a reach of over one million followers.