Designing paid ads for Mitchells & Butlers pubs
Discover how we created over 150 assets for M&B’s Ember Inns and Sizzling Pubs
Challenge
To create a comprehensive set of creative ads for Instagram and Facebook showcasing what Ember Inns and Sizzling pubs have on offer over Mother’s Day, Easter and throughout the rest or Spring.
Solution
We have worked with Mitchells and Butlers for over a decade and are proud to say how well we understand the client and their audience. As a result of this we were able to dive right into the creation of these ads.
By developing both animated and still versions in three different sizes, including Instagram’s new 1350:1080px sizing, we were able to optimise each creative output whilst maximising reach and engagement. We followed this approach for both Ember Inns and Sizzling pubs using their guidelines and specifications for the brief.
The biggest challenge of this brief was the quantity of assets we needed to create with a relatively tight deadline. However, with great project management, client communication and knowledge of social media specific creation we were able to turn designs around in under two weeks.
Impact
The Mother’s Day campaigns exceeded expectations across both brands, delivering a lower cost per hundred leads (CPHL) than both brands standard BAU activity. Static food photography proved to be the most effective creative, while lifestyle and people-focused content underperformed — reinforcing that the audience continues to convert best when the focus is firmly on the food offer.
Sizzling Pubs
-
Total bookings: 1,226 (Mother’s Day)
-
Total reach: 31,560
-
Total clicks: 1,173
-
A similar performance pattern emerged, with the static food image driving 65% of total campaign results, and people-led video content performing weakest
Ember Inns
-
Total bookings: 917 (Mother’s Day)
-
Total reach: 43,562
-
Total clicks: 1,213
-
The static food image was the standout performer, while the people-focused video content was the least effective.