Restaurant deals app EatClub has launched its first major brand campaign, introducing the platform with the tagline “Dining Out. Done Smart.” via independent creative agency It’s Friday.
The campaign marks the largest brand investment in EatClub’s history and signals an expansion push across Australia and the UK. It is also the first work It’s Friday has produced for the client.
The campaign
The hero film follows a diner as they move through restaurants and bars, framing EatClub as a smarter way to discover venues and access exclusive offers of up to 50% off food and drinks.
The campaign launches across television, streaming, outdoor, digital, audio, social, and cinema.
EatClub was co-founded with three-star Michelin chef Marco Pierre White.
The company says Australian diners are saving $100 million a year through the platform, while hospitality partners are generating more than $400 million in additional revenue by filling quieter trading periods.
What they said
Louis Esther, chief marketing officer at EatClub, said the campaign was an invitation for more Australians to discover the app.
“Depending on who you talk to, EatClub is either Australia’s best or worst-kept dining secret. But trying is believing, and once you have, there’s no going back,” Esther said.
“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.”
Pete Bosilkovski, CEO of It’s Friday, said the brief centred on a simple cultural insight.
“EatClub is one of Australia’s best-kept secrets. It’s built a passionate community of diners and hospitality venues, but most Australians still don’t know it exists,” Bosilkovski said.
“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.”
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