Challenge
Canada Takeout is a grassroots initiative that launched in April 2020 as a national response to the COVID-19 pandemic and its effects on the country’s foodservice industry. With a mission to keep restaurants open despite heavy restrictions and widespread closures, the movement rallied Canadians to support their local establishments by ordering takeout each week on #TakeoutDay. GOALS To recruit and engage restaurateurs to participate and engage. To provide consumers with an active restaurant finder + “inspo” for takeout. To drive takeout orders and organic consumer-generated content. To call attention to foodservice niches worthy of discovery and exploration, from BBQ Day to Plant-Based Day to World Day and everything in between. To give Canadians reasons to try new foods from new restaurants every week. The effort motivated consumers to try new dishes, go back to old favourites and call attention to niche tastes worth exploring.
Solution
HOSPITALITY HEROES At the end of 2020, for our efforts in launching and managing Canada Takeout alongside partners, sponsors and restaurateurs nationwide, Branding & Buzzing was designated, among others, 2020 Hospitality Heroes by Kostuch Media, known for their publication Foodservice & Hospitality Magazine. WHAT WE DID Our team took an all-hands-on-deck approach to support foodservice Website and social account launches + ongoing map and database management Long-term sponsorship and media buy programming including food holiday partnerships and sponsored content in digital, television and print Three promotional entertainment variety shows with Canadian celebrities in partnership with Canada’s Great Kitchen Party − Home Edition
Results
#TakeoutDay became a recognized weekly occurrence by both consumers and restaurant operators across Canada. Plus, restaurateurs across the board have openly credited promotional efforts in conjunction with Canada Takeout as part of the reason they’ve been able to survive the challenges of 2020.
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