written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2020-02-19

Campaign: Frankie & Benny's - Meat Loaf would do anything for veg

Campaign: Frankie & Benny's - Meat Loaf would do anything for veg

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today it's all about an aging rock star and a restaurant chain’s new vegan menu - a good combination.

Platforms:

Online, social media

Learnings:

1. Bad-tempered rock stars do not necessarily become less grumpy in old age.

2. Anyone utilising cult celebrity testimonials for brand and storytelling creates a spot worth watching.

3. Good puns and a good cast are half the battle when creating a great spot.

Background:

Vegan cuisine is on the rise. The restaurant chain Frankie & Benny's has recognised this and now offers a vegan menu. And that is something to shout about. Preferably with a spot that attracts attention.


Objective:

Maximum awareness. The ingredients: A 72-year-old rock star known for his sullen, bad-tempered nature and his tantrums - plus a crazy PR proposal alluding to his biggest hit and very good casting. Say hello to Veg Loaf!

Execution:

Good storyline, even better dialogue and many small but perfectly formed ideas. The script has been polished down to the last word - and it pays off.

Hot or not?

I would do anything for another spot like this one. Well thought out and well executed. This spot is celebrity testimonial at its finest. In fact it even adds something new to the genre.

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