TheFork funny ad 2023

TheFork, a leading restaurant booking platform in Europe and Australia, has launched a new campaign titled “You’re all set” in collaboration with Droga5, a part of Accenture Song. The campaign is the first creative work launched by TheFork since its recent global rebrand by DesignStudio and introduces a new tagline for the brand.

The campaign aims to highlight the benefits of using the TheFork app compared to traditional methods of restaurant booking. It emphasizes the app’s unique filters, intuitive booking system, trusted reviews, and discounts on restaurants, including those with Michelin stars.

The campaign’s hero film, which will run from July to December, introduces a humorous and nonchalant tone of voice. The film likens the experience of not using TheFork to a lack of preparation in other aspects of life, leading to a less-than-ideal outcome. The narrator points out that we prepare for things in all other facets of our lives, so why not with booking restaurants?

The campaign also includes out-of-home, digital, and social advertising across Europe. TheFork believes that dining isn’t only about the specific restaurant you go to but about how finding the right restaurant allows for a better time around the table. The campaign aims to make using TheFork second nature to a new restaurant-goer audience.

TheFork’s campaign is a clever and engaging way to promote its services. Using humor and relatable scenarios effectively communicates the benefits of using the app. It also successfully positions TheFork as a solution to the frustrations of dining out. The campaign is a strong step forward for TheFork following its recent rebrand and is likely to resonate with its target audience.

However, the campaign’s effectiveness will ultimately depend on its ability to convert viewers into users of the TheFork app. It will be interesting to see how the campaign is received and whether it leads to increased app downloads and usage.

Pros:

• Innovative Approach: TheFork’s new campaign takes an innovative approach to marketing by using humor and relatable scenarios to highlight the benefits of using their service. This makes the campaign engaging and memorable.
• Strong Message: The campaign effectively communicates the value proposition of TheFork, emphasizing its unique features like filters, an intuitive booking system, trusted reviews, and discounts. This clear and strong message can help attract new users to the platform.

Cons:

• Limited Appeal: While the campaign is innovative and engaging, its humor and tone might not appeal to everyone. Some potential customers might prefer a more straightforward or severe approach to advertising.
• High Expectations: The campaign sets high expectations for the service, especially regarding its discounts and features. If TheFork fails to meet these expectations, it could lead to customer dissatisfaction.

Credits

Client Credits
Jose Noguer, Chief Marketing Officer
Maud Cariddi, Global Brand Director
Sabine Haddad, Global Head of Content & Communications
Eduard Arcediano, Global Head of Brand Design & Experience

Agency Credits
CCO: Shelley Smoler
Group Creative Director: Matt Hubbard
Creative: Florence Russell
Creative: Alex Robson
Senior Designer: Oli East
Head of Production: Peter Montgomery
Producer: Manon Rees
CSO: Damien Le Castrec
Senior Strategist: Eloise Sykes
Managing Director: Heather Cuss
Senior Account Director: Tom Elias
Senior Account Manager: Libby Matthews
Head of Studio: Tim Larke
Editor / Motion Designer: Mike O’Brien
Artworker: Paul Callaby
Artworker: Robert David
Art Buyer: Katerine Gharraph

Production Company Credits
Production Company: Arts & Science
Director: Frank Atlantic
MD / Partner : James Bland
Producer: Lauren Highman

Post Production
Electric Theatre Collective
MD Jon Purton
Producer Rosie Corbett
Colourist Connor Coolbear

String and Tins
Sound Engineer : Culum Simpson
MD: Rachel Hough
Producer : Eimear Gorey