Tripadvisor - TheFork UK

Getting TheFork Out

London Bus in the street covered in an ad for the Get the Fork Out campaign
Brand Awareness & Engagement
Content Strategy
Media Innovation
Brand purpose Design

To launch TheFork's restaurant booking app in London, we created a hyper-localized campaign inspiring tube passengers to discover their local culinary haunts in a brand-new way.

Reframed Challenge

TripAdvisor UK wanted to build brand awareness and drive downloads for TheFork's restaurant booking app. We created a localized campaign that spoke to transit users, highlighting neighbourhood restaurants and promoting the app's use to support them during the pandemic.

Leading Insight

Using the basic human need of hunger and connecting it to the message of supporting your local community, we were able to develop a concept that resonated with passengers.

Opportunity Unlocked

Using the 3 strategic pillars of the brand, we were able to create TheFork's Brand Strategy and a new brand platform to be used for all communications going forward. This created a consistent visual language that was immediately recognizable while optimizing future campaign work.

Grabbing attention for the fork of it

By combining our newly established brand platform of “It all starts with TheFork” with the campaign idea “get the fork out”, we created an attention grabbing 360 campaign that would draw eyes up from screens within London's tube network. We supported the campaign with hyper-localized assets across channels including, social, OOH and specialty media, speaking to the specific neighbourdhoods.

GetTheForkOut app on mobile phone