Unity undertook a campaign from September to December 2011 to promote the Benito's Hat brand using various activities around key dates. This included a "Day of the Dead" tweet competition that drove over 500 new Twitter followers and a "Britain's Biggest Burrito" event that attracted nearly 700 new Facebook fans. Additionally, a press office initiative secured over 15 media placements and generated over 20 million impressions. Overall, the campaign resulted in 55 media pieces and over 982,000 people reached across social media platforms.

1. Benito’s Hat
Activity Summary
September – December 2011
unity

2. Campaign summary
Unity has undertaken a series of activity in the
promotion and development of the Benito’s Hat
brand.
All activity was built around provoking awareness,
driving trial and amplifying the personality at the
heart of the brand….

3. Day of the Dead
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4. Aims & objectives
Unity was tasked with using the calendar hook of el
Día de los Muertos to:
• Provoke awareness & start conversations
• Increase the reach of the social networks
• Drive trial and increase footfall

5. Approach
Tweet for eats mechanic: the more tweets a company sent to
@benitoschat the more likely they were to win a free meal for their
colleagues.
These tweets ‘steered’ a real-time branded ‘Day of the Dead’
Karma Kar to the offices with the most tweets, rewarding and being
generous.
At the same time we:
• Ran a nimble a media relations campaign
• Amplified the in-store promotion
• Delivered burrito meals to key London radio stations
• Managed two ATL opportunities

7. Above the line
placements
• Metro – 1.4 million circulation
• Urban Junkies – 120,000 monthly unique users

8. Social media results
• 558 new Twitter followers
• 1,500+ comp & promo tweets in total
• 2,000+ mentions & retweets of DOTD comp
• Total reach in excess of 782,015
• Total exposure of 1,252,125 impressions
• The DOTD campaign became a London Trending topic
on Twitter!

9. Influencers

10. Twitter brand love

11. •
Total pieces of coverage: 17
Highlights: PR Week, View London, AllInlondon & The Londonist
Coverage generated a total of 6,497,456 OTS

12. The in-store promotion

13. Revisiting our objectives
Attract 500 Achieve 8-11
new Twitter coverage
followers: pieces:
558 achieved 17 achieved
Achieved reach 25% sales
of 782,015 via uplift at
Twitter and OTS
of 1,581,339 via Oxford
ATL media Circus
coverage restaurant

14. Britain’s Biggest
Burrito
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15. Aims & objectives
• Provoke awareness and start conversations
around Benito’s Hat and the activity
• Increase Facebook fans and ‘likes’
• Increase traffic into the restaurants & drive trial
• Generate coverage and positive WOM
• Build the Benitos Hat brand

16. The Approach
• Create an event for the public using generosity and jeopardy to engage
the public and tell a story about the brand.
• Invite fans and the public to Oxford Street restaurant to share a slice of
the UK’s biggest burrito
• Design in-store promotional collateral to raise awareness of event and
directing public to the Facebook page
• Drive interested parties to Facebook for more information about getting
involved in the Uks Biggest Burrito
• Seek pre-event coverage sought to drive fans to Benito’s Hat on the
date
• Encourage attendees to donate money to Street-smart charity to help
add weight to the story

17. The Event

18. Story of the Day

19. The Results
• New Facebook ‘likes’ / fans: 687
• New Twitter followers: 264
• Total tweets sent about activity: 418
• Total reach: over 200,000
• Total mentions and retweets of UKBB competition: 563
• Engagement increase across Facebook / Twitter: +28%

20. Twitter love

21. Twitter love
• @benitoschat trended first in
London and then in the UK
• We received notable tweets
from influencers such as
food bloggers, listing sites
and news outlets

22. Total pieces of coverage: 22
Highlights: Telegraph Online, Metro Online, Stylist and two pieces
with Time Out, along with a mention on Heart Radio
55,069,008 OTS

23. Revisiting our objectives
Attract 200 Achieve 5-8
new Twitter online
followers: coverage
264 achieved pieces:
22 achieved
Achieve 200 Achieve 1
new broadcast
Facebook piece:
likes/fans: Achieved
687 with Heart
achieved Radio

24. Press Office
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25. Aims & objectives
• Generate coverage and positive WOM
• Provoke awareness and start conversations
around Benito’s Hat and the activity
• Increase traffic into the restaurants & drive trial
• Drive traffic to the website
• Build the Benitos Hat brand personality
• Engage local residents, businesses and tourists

26. Tactics
• Burrito masterclass with Felipe for bloggers and
online food media
• Listings and reviews campaign with key online
and London press
• Sampling activity, gifting meals to to key
journalists

27. 6 bloggers and online media at masterclass
Food drops to Time Out, Spoonfed, Urban Junkies, AllinLondon
and the Evening Standard
Secured a total of 15 pieces with an OTS of 20,094,279

28. Media masterclass

29. Testimonials….notable quotes from media
Metro online – “Britain’s biggest burrito provides free lunch for Londoners”
LondonTown – The excellent food served up at Benito’s Hat is due to the fresh,
good quality ingredients used and the fact people here really do seem to care.”
Stylist – “…for all those those snack junkies and Mexican food lovers out there…”
Cheapoair travel blog – “Benito’s Hat has a particularly delish (delicious) list of
tequila-based cocktails. The watermelon margarita is definitely worth a sip or two!”
Katie’s Burrito Mission – “Benito’s Hat sure knows how to host a good event.
Whether its schooling us bloggers in an ultimate chef-style cook off or sculpturing
Britain’s largest burrito.”
Rate My Bistro – “Benito’s Hat does great quality, fresh tasting Mexican food! All
the elements of Benito’s Hat are just right, from the food, the atmosphere, the
drinks to the service and the staff!”
Simply Woman – “Benito’s Hat sells everything you’d expect from a class Mexican
restaurant.”
Spoonfed – “Benito’s Hat certainly impressed. Not only did they deliver…they
delivered bloody good burritos.”

30. Revisiting our objectives
Achieve
Secure 5-8 13-17 online
media & print
masterclass coverage
attendees: pieces:
6 achieved 15 achieved
Arranged
food gift
drops to 6
key online
and regional
media

32. Campaign coverage
summary
• Total pieces of campaign coverage: 55 pieces
• Highlights included pieces with Metro Online,
Stylist Online, Spoonfed, Time Out Online,
Telegraph Online, Mail On Sunday,
AllInLondon, View London and Heart Radio
• Campaign coverage pieces generated a total
OTS for Benito’s Hat of: 81,660,743

33. The campaign in numbers
55 pieces of Social media
print and campaigns
online media had reach of
coverage over 982,000
Media Attracted
coverage over 1,100
generated new fans via
an OTS of Twitter and
81,660,743 Facebook

34. Outputs from 2011 campaign
• Established a tone of voice through a
consistent dialogue across social media
channels
• Created a foundation for more WOM buzz with
public and media
• Built and developed relationships with key
media and bloggers
• Evolved a clear brand personality – one that is
surprising, generous and democratic

35. Thank you for your time!
unity