Jack Astor’s selfie campaign leads summer strategy

Keeping customers on the patio, rain or shine

Jack Astor’s will see how big a draw the cottage lifestyle truly is this weekend. As the centerpiece of its summer marketing strategy, the restaurant chain will be sending the first four winners of its summer Ultimate Patio Experience contest (plus their guests) in the Greater Toronto Area on a pontoon plane to cottage country.

Jack1

The contest is centred in social media, asking Jack’s patrons to Tweet or Instagram a selfie of themselves on one of the chain’s patios in the GTA while mentioning the hashtag #JacksPatio and @Jack_Astors. It’s promoted mainly on its social channels, too — Facebook, Instagram and Twitter, as well as on Toronto radio station 102.1 the Edge.

Jack Astor’s worked with the creative agency Zulu Alpha Kilo to create the contest, which runs on select Saturdays throughout the summer. Winners will be flown from Toronto’s Billy Bishop Airport to a lakeside patio in the Muskoka region by private pontoon plane.

“We wanted to make a big impact this summer,” says Jack Astor’s marketing manager, Somer Mullins. The multiple chances to win keeps the momentum going throughout the season.

The restaurant’s summer marketing game plan also includes a few inventive ploys to keep patrons on its patios. Those include its media partnership with the Weather Network, which sees Jack’s doing daily patio reports. Viewers in Ontario, Calgary, Montreal and Halifax will see branded segments filmed with one of the Weather Network’s hosts devoted to patio weather in those cities.

“It’s all about taking extreme measures to get people to our patios this summer,” says Mullins. “Knowing we came off a horrific winter, where else would people go but our patios?”

The campaign emphasizes in-store elements, too. Aside from the expected menu covers and restaurant signage, the chain is trying a few new approaches. In the condiment assortment on each Jack Astor’s table, ketchup and mustard bottles are now accompanied by a very inedible substance — sunscreen – to encourage patrons to spend as long as possible on the patio, says Mullins.

If it rains, patrons get to take $5 off each glass of sangria they order, and pints will come down in price to $5. They’ll also have access to branded ponchos and umbrellas, says Mullins.

The chain’s more localized efforts include partnering with EcoCabs, the people-powered line of three-wheeled transport buggies. Two branded EcoCabs will circle popular public spots around Toronto over the summer and encourage people to ride to a Jack’s restaurant.

Brands Articles

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices

Grindr CEO: The seductive trap all apps must avoid

Joel Simkhai on how his brand is all about the size... of his user base

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location