Jin Jin does lunch now. In case you hadn't heard.
Someone brought it up at a dinner recently, without any prompting. Jin Jin is open for lunch now. Have you been? Just a passing recommendation between friends.
That's what Dan was after when he came to us. Jin Jin has been a popular dinner spot in Matakana for years, and the food has always been the reason people go back. What he needed was for more of those people to think of it at lunchtime, not just dinner. The restaurant had only been open for evening service, and opening for lunch was a real shift that we needed people to know about and act on.
We refreshed the website and built the campaign around the Express Lunch Club. Tayla shot the food and the restaurant, and the photography captures why people talk about eating there the way they do. We structured the SEO around the way people actually search when they're in Matakana or planning a visit. What to do, where to eat, where to get lunch. The Express Lunch Club runs seven days from midday to four. The menu is well-priced without feeling like a step down from the dinner service, and we created a punch card because a free plate of snapper wontons on your sixth visit is another mouth-watering incentive to keep coming back. The campaign ran digital advertising through SME Growth, and we designed an email programme to keep existing customers across what was new.
Dan brought the same care to working with us that he brings to the restaurant, which always comes through in the end result.
Someone at a dinner recently recommended it to a friend, without being asked. That's the thing you're working toward with a campaign like this, and it's a good sign when it starts happening on its own.
