2009 Winners & Shortlists

The Brief

To encourage lovers of fresh seafood to visit Fish Parade, the new Restaurant that opened on Rolla Street in Dubai.

Creative Execution

This was a low cost promotion that targeted lovers of fresh seafood at the very source -- the fish market. The unique FISH HOOK TOOTHPICK symbolized both a BAIT and the culmination of an enjoyable meal.

Describe how the promotion developed from concept to implementation

To target lovers of fresh seafood, we tied-up with shops selling fresh seafood in the fish market. Whenever customers made a purchase in these shops, along with the catch, they got a unique sachet. On the sachet was printed the message 'GOOD TO THE LAST BITE' and the Fish Parade logo. On opening the sachet, they discovered a 'FISH HOOK TOOTHPICK'. On the reverse of the sachet was a telephone Number to make reservations at the Fish Parade Restaurant.

The success of the promotion.

This promotion resulted in an increase in table booking over the next month by 13%. Takeaways also increased by 21%.