MAKING HARVESTER CULTURALLY VISIBLE
Creative Direction,
Campaign Concept, Art Direction
Campaign Concept, Art Direction
CHALLENGE
Harvester was a family restaurant whose relevance was diminishing with younger audiences. The brand had no social presence and no way to talk to them.
PERSPECTIVE
After researching social media, we found that young people were tweeting about their families going to Harvester without them. The betrayal was real. It just needed amplifying.
SOLUTION
Turning family betrayal into brand engagement with a social-first campaign inspired by the real tweets and built around the true crime genre, at its peak with younger audiences at the time.
IMPACT
Gave Harvester a social voice younger audiences actually engaged with, driving visits and building a following without alienating the core family crowd.
