LEFT BANK MELBOURNE | BRAND CREATION & CAMPAIGN
Reframing bottomless brunch as a social ritual, not just a menu offering.
Reframing bottomless brunch as a social ritual, not just a menu offering.
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OBJECTIVE
Bottomless Brunch at Left Bank Melbourne had historically performed well but was losing momentum as the market became more competitive. With multiple sessions running across the weekend to different audiences, the offer lacked a clear identity and was becoming difficult to market with impact. There was no distinct visual or brand identity, it was simply a menu offering with no personality or point of difference. The objective was to create a sharper, more distinctive product with its own positioning, target audience and campaign voice.
APPROACH
Research into booking behaviour and customer data revealed two distinct audiences within the bottomless brunch offering, each with different motivations and occasions. To sharpen the brand and drive stronger conversion, the decision was made to split the offering into separate, distinctly positioned products rather than market a single session to everyone.
The focus here is the repositioning of Bottomless Brunch as a Saturday-only, celebration-focused experience. The target audience was identified as women aged 18-30 planning birthdays, hens and group social occasions, a high-intent, occasion-driven demographic who respond to bold, personality-led creative.
A campaign platform centred around ritual and celebration was developed to reframe bottomless brunch from a food and beverage package into a social institution. Something people actively plan their weekend around. Visual identity, tone of voice and content were all built to speak directly to this audience and reinforce the booking behaviour we wanted to drive.
EXECUTION
The full creative platform was developed in-house. Visual identity, art direction, photography brief, typography and colour palette. The photographer was briefed, styled and art directed without an external agency involved at any point.
The decision to reposition rather than just refresh the creative came from the data. The audience was clearly there, women planning birthdays, hens and group occasions, but the existing creative wasn't giving them a strong enough reason to choose Left Bank over anywhere else. The rebrand was built to fix that.
The booking landing page was redesigned to reflect the new identity and reduce friction in the booking journey. In-venue assets across menus, signage and event materials were produced so the brand carried through to the physical experience. Organic social content across Instagram and Facebook was planned, created and managed in-house throughout.
RESULTS
18%
INCREASE IN BRUNCH BOOKINGS
22%
INCREASE IN BOTTOMLESS COVERS
9%
INCREASE IN SOCIAL ENGAGEMENT
17%
INCREASE IN BRUNCH LANDING PAGE VISITS
