Birds Eye, Picture House
Birds Eye Picture House was the world’s first pay by picture pop-up restaurant chain. Dialling up the relevance of the new Birds Eye Inspirations range by harnessing the current trend of photographing food.
Our creative process
Launch the new Birds Eye Inspirations range in the UK and inspire original recipes for consumers to cook in the comfort of their own homes.
Social channels are full of people taking pictures of their food. How could we harness this trend to give Birds Eye a unique position in the pop-up restaurant space?
Birds Eye Picture House – the world’s first restaurant where you pay by uploading a photograph of your meal to Instagram.
By taking over existing restaurant spaces we increased listings press through the use of acknowledged dining venues. We then challenged perceptions of Birds Eye by infusing the environments with huge amounts of natural ingredients from each of the recipes to create a truly multisensory dining experience.
Social currency traded at the event generated mass online awareness while supporting press office activity maximised social conversation pre, during and post the live experience.
There were over 3.5 million Twitter impressions over the launch period and more than 200 pieces of press coverage including The Metro, Daily Mail, The Sun and The Daily Telegraph.
The world’s first pay-by-picture restaurant, called The Picture House, opens to the public in London tomorrow before heading to Manchester and Leeds next month./ Daily Mail Online