Breakfast Inn Bed
Hungry Horse
93% KEY MESSAGE INCLUSION
267%+ NATIONAL COVERAGE kpi
THE CHALLENGE
To raise nationwide awareness of the new breakfast menu at Hungry Horse pubs.
We were tasked with creating chatter around the quirky breakfast options, including the Brekkie Kebab, Breakfast in Bread and gigantic Sausageness Monster – a metre-long sausage sarnie loaf.
The ultimate goal was to drive footfall into pubs and encourage people to try the new menu options.
THE IDEA
Seeking an attention-grabbing angle to get people talking about breakfast at Hungry Horse, we commissioned research to uncover Brits’ breakfast habits, including how often they indulge in the luxury of breakfast in bed.
Equipped with some surprising results, we transformed one Hungry Horse pub into a breakfast lover’s haven – complete with cosy beds – so that customers could tuck into breakfast in true comfort. The fun, shareable video and photography we captured was issued with a national press release putting the product at the heart of the story.
To extend our reach and encourage footfall, we launched a breakfast giveaway for anyone bold enough to wear their PJs to the pub, supported by tailored regional activity linking back to each local pub.
THE RESULTS
Breakfast Inn Bed captured imaginations and got people talking about breakfast. Within a matter of days, we had secured:
- 11 national articles including The Sun, Daily Express, The Mirror, Daily Star, Daily Record and MSN – exceeding the KPI by 267%
- 169 articles across regional publications – 182% ahead of target
- Importantly, 93% of coverage included key messages about the new menu, with 61% also including a call-to-action for guests to visit the pub and try it for themselves.
Over the weekend the breakfast giveaway was live, more than 7,000 people went into Hungry Horse pubs to try a free breakfast. The halo effect of this saw breakfast sales double during the campaign.
Awards
CIPR Midlands PRide Awards Silver Consumer Relations Campaign