For 35 years, Harvester has been serving up freshly grilled ribs and chicken, alongside its iconic salad bar, to the nation. To mark this milestone, Pablo the lead agency were tasked to create an advertising campaign that celebrated the iconic brand’s role in British culture and challenged perceptions. With a roll-out plan for refurbished Harvester restaurants across the country, the brand is seeking to reinforce its credentials as a leading destination for British diners.
The new campaign – comprising VOD, radio and social – represents a deliberate move towards a more provocative and fun tone for Harvester; in line with its ‘fresh thinking’ brand platform that aims to bring a fresh perspective to dining out, with original and entertaining viewpoints on popular culture.
The ads are built on an insight gathered via social listening; that up and down the country many Harvester fans were tweeting their outrage at being left out of a Harvester visit. In a nod to the popular true crime genre, the campaign seeks to uncover this mysterious ‘phenomenon’ of the ‘sneaky Harvester’.
Sarah Gamble, head of brand marketing, said: “As a well-loved brand with a 35-year heritage we wanted to celebrate the passion felt by our fans, but reacquaint audiences with our fun, entertaining and modern side. Pablo have created a bold piece of communication that is really relevant and represents a step change for the brand.”
Mark Sng, partner and head of planning at Pablo said: “Harvester is a cultural institution so it’s only right that we showcase the extent to which Harvester FOMO sparks very real emotions. We’re excited to be working with the brand in this next phase of the its evolution, reclaiming their rightful place at the heart of the casual dining sector.”