LUCAS Restaurants
GOING BEHIND THE SCENES TO RE-INTRODUCE MELBOURNE TO PREMIUM DINING
How do you build excitement and re-discovery of Melbourne’s premium dining destinations?
2022 was the start of a new post-COVID dining era in Australia. With the world officially returning to normal, the hospitality industry, especially in Melbourne, had been through the lows of a long lockdown and was ready to bring nightlife back!
LUCAS Restaurants approached We The People with a simple challenge: how do we reignite the passion of millennial diners’ interest in experiencing Melbourne’s premium eating destinations at LUCAS’ various properties?
We knew we had to position LUCAS’ restaurants’, their menus and their dining experience as a new and exciting discovery to be experienced in person – not just encountered online.
Following the attention of this audience, we sought to leverage the world-class wealth of expertise across the chiefs and sommeliers at LUCAS’ various properties, including Chin Chin, Society, Yakimono, Grill Americano and Kisumé to give TikTok users exclusive insider access to witness first-hand the incredible attention to detail and preparation that goes into every dish.
By lifting the veil and inviting TikTok into the kitchen, we were able to strike awe and effectively position the premium dining experience available at LUCAS Restaurants.
Australians couldn’t get enough of our content – across twenty pieces of bespoke content, we were able to deliver 3.3 million earned organic impression driving over 250,000 engagements through our owned channel, well surpassing our stretch performance targets.
