It's Tasteless Without You
Shoken Network - Ha-Ir Local Newspaper Network
Issue 3 | July 2008
Agency
Lead - Grey Direct
Creative Team
Ilay Rotem, Amir Singer - Copy;Itamar Paradny - Art;Amir Singer - Creative Director;Uri Yaron - Account Manager;Galit Miller - Supervisor;Yossi Baruch - Planner
Production Team
Grafily
Date
April 2007
Background
Ha-Ir (‘the city’) is a local newspaper network. Every major city in Israel has its own Ha-Ir. Every year, Ha-Ir Tel Aviv holds a mega-event called ‘Taste the city’, now in its 12th year. Tel Aviv's leading restaurants, bistros, chefs and bars take their place on the lawn at Hayarkon Park, where more than 500,000 people from all over Israel get a four-day chance to taste a variety of dishes at tasting prices. Over the years ‘Taste the city’ has become a huge event, a must for both restaurants and food lovers. Lead’s challenge was to remind restaurants to participate.
Idea
Since for most of the restaurants involved a reservation is required before arriving, Lead decided to turn the tables on them and make the restaurants book this time, by reserving their spot on the park’s lawn. They sent them a package containing a small piece of lawn and a ‘reserved’ sign personalised with the restaurant’s name. The package, bearing the teaser ‘It's tasteless if you don't open’, also contained a card with the event and reservation details, a memo pad with the reservation phone number (‘It's tasteless if you forget’) and the business card of Liat Shemer, VP of Business Development at Ha-Ir. The text describes the benefits of participating in ‘Taste the city 12’ and reminds the client to reserve their place at the park’s lawn: half a million people can taste your food over four days, it’s a great experience - just choose your spot on the lawn and stick in your sign.
Results
No final results yet. However, the general feedback has been tremendous and so far over 25% of the recipients have called to say they loved the mailing and will, of course, reserve a spot in ‘Taste the city 12’.
Target Audience
Tel Aviv's' leading restaurants, bistros, chefs, bars, food and drink suppliers.
Size
500 packs
Our Thoughts
This is one of those pieces that gets better and better the longer you think about it though I don’t think the puns have translated very well. To get Tel Aviv’s leading restaurants to take a patch of the city’s park for the annual foodies’ festival, they sent them a patch of the park.