The Harvey Centre Wins Prestigious Retail Marketing Award
Entertainment / Fri 8th Dec 2023 at 09:30am
Centre Manager Bryan Young and Sarah Gregory from AL Marketing collected the coveted award at the glitzy event hosted at Battersea Power Station last night.
The Revo’s recognise and reward the best of the best in the built environment encompassing development, investment, asset management, operations, customer experience, and destination marketing in the sector. At its core, The Revo’s are all about celebrating excellence.
The centre’s creative team, AL Marketing, set out to create a promotional stunt that would push boundaries and be the talk of the town. The creative agency put forward the idea of launching a fake restaurant for April Fool’s Day that would be topical, controversial, and original. Luckily, the Centre Management team saw the funny side and were excited and willing to collaborate on a campaign.
“The Bug Bistro” concept was therefore born – a fictional restaurant that would have a totally insect-based menu and be the first ever restaurant of its type in a shopping centre. The Bug Bistro took over an empty unit with “Coming Soon” graphics and QR codes leading to a sample bug menu which included mealworm mezze, locust lasagne and silkworm souffle.
A series of strategically timed digital media content was rolled out from mid-march and the campaign resulted in a huge surge of organic engagement across all web and social media platforms. The news story was featured in both local and regional press.
Visitors to The Harvey Centre website increased by a huge 72% month on month. The Centre’s monthly e-newsletter announcing the campaign also had an astonishing 48.2% open rate.
The Bug Bistro campaign stood out to Revo due to its total originality and the digital engagement results achieved. The idea also scored high with the judges because of the innovative creative designs, inventive Bug Bistro menus, and minimal budget required to support the hoax. Fully-integrated social media and PR led to amazing results and a great return on investment.
Bryan Young, Centre Manager of The Harvey Centre, said, “The Revo’s are competitive and very well respected within the retail industry, so I am ecstatic that The Bug Bistro was honoured with an Award at the event. A celebration of creativity and a boldness to do something original and shake up people’s brand perception of The Harvey Centre. We are truly thrilled to have been recognised within the industry for this highly imaginative campaign. It really did get the town talking!”
Kim nice but dim, fell for this one lol..
Given I have eaten ice cream with locusts provided by the Economist as part of a serious attempt to promote alternatives to meat, I thought this was an unintelligent April 1st prank. I can't believe it won a prize, someone looking for a job perhaps. Bruce, yours is a very unnecessary comment