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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RESULTS
15%
INCREASE IN SATURDAY BOTTOMLESS BRUNCH REVENUE
14,140
TOTAL SATURDAY BOTTOMLESS BRUNCH COVERS (7 MONTHS)
TOTAL SATURDAY BOTTOMLESS BRUNCH COVERS (7 MONTHS)
13%
INCREASE IN SATURDAY BOTTOMLESS BRUNCH COVERS
$964,362
TOTAL SATURDAY BOTTOMLESS BRUNCH REVENUE (7 MONTHS)
TOTAL SATURDAY BOTTOMLESS BRUNCH REVENUE (7 MONTHS)
OBJECTIVE
Bottomless Brunch was losing momentum as competition increased across the Melbourne market. With multiple sessions running across the weekend to different audiences, the offer lacked a clear identity and was becoming difficult to market with impact.
As part of a broader restructure that introduced Supper Club and Bottomless Sundays, the Saturday daytime session remained the core revenue driver of the weekend.
The objective was to reposition Bottomless Brunch as a distinct product with its own positioning, target audience and campaign voice.
APPROACH
Booking behaviour and customer data revealed two distinct audiences within the existing bottomless offering, with different motivations and occasions. Rather than continuing to market a single session to everyone, the offering was split into separate, distinctly positioned products.
For Saturday Bottomless Brunch, the audience was identified as women aged 18–30 planning birthdays, hens and group occasions. The campaign was built around ritual and celebration, repositioning brunch from a food and beverage package into an occasion people actively plan their weekend around.
The visual identity, tone of voice and content were developed specifically for this audience, with a bolder, more personality led creative direction designed to stand apart in a crowded category.
EXECUTION
The new creative platform was developed in house across visual identity, art direction, photography, typography and colour palette. The campaign shoot was styled and art directed in house, establishing the visual language for the new brand.
The repositioning was carried across:
• A redesigned booking landing page and customer journey
• Campaign photography and video content
• Organic social content tailored to key booking occasions
• Menus, signage and in venue campaign assets
• A new messaging platform built around ritual, celebration and group occasions
