Discovering new restaurants.
EatClub is helping Australians save and dine out more often while discovering great restaurants in its first brand campaign via It’s Friday.
The campaign positions EatClub as the smarter way to discover venues, unlock exclusive offers of up to 50% off food and drinks, earn rewards and get more from every occasion.
Co-founded with three-star Michelin chef Marco Pierre White, EatClub has saved Australian diners $100 million a year, and local hospitality generating more than $400 million in additional revenue.
The campaign launches with a hero film centred on a charismatic diner who moves effortlessly through a series of bustling restaurants and bars, opening doors into new dining experiences as she goes.
EatClub chief marketing officer Louis Esther said the campaign marks an inflection point for the brand and an invitation for more Australians to experience it firsthand.
“Depending on who you talk to, EatClub is either Australia’s best or worst kept dining secret,” said Esther.
“But trying is believing, and once you have, there’s no going back.
“What makes it work is that both sides genuinely love it. Diners discover venues they’d never have tried, save on food and drinks, and the whole experience is completely discreet. Restaurants turn quiet periods into busy ones.
"That kind of win-win is rare, and this campaign is our moment to share it with the Australians who haven’t found us yet.”
The campaign launches across television, streaming, outdoor, digital, audio, social and cinema.
It’s Friday CEO Pete Bosilkovski said the work was inspired by a simple cultural truth.
“EatClub is one of Australia’s best-kept secrets,” said Bosilkovski.
“It’s built a passionate community of diners and hospitality venues, but most Australians still don’t know it exists.
“The opportunity was to introduce people to a smarter way to dine out. One that helps them discover great venues, enjoy more experiences and get more value from every occasion.
"‘Dining Out. Done Smart.’ captures that idea in a simple and memorable way. It’s a platform built around helping Australians make the most of one of the things they love doing most: eating out.”
Credits
Client: EatClub
Chief Marketing Officer: Louis Esther
Head of Brand and Comms: Talina Cruz
Creative Agency: It’s Friday
Production Company: Rabbit
Director: Al Morrow
Executive Producers: Lucas Jenner & Alex Hay
Associate Executive Producer: Marcus Butler
Producer: Sarah Nichols
DOP: Gregoire Liere
Offline Edit: Lucas Vazquez
Grade: Alina Bermingham
Online: White Chocolate
Music and Sound: Studio Tonic
Photographer: Joel Pratley
