Some campaigns are ingeniously creative. Some campaigns are ingeniously effective. A few, like this one, for Toronto restaurant and bar, Good Fortune, are both. The campaign created with Toronto agency, OneMethod (sister shop to Bensimon Byrne), generated a 34% increase in sales in a critically harsh period for restaurants – Covid. Toronto spent 300 days in lockdown, more than any other major city in the world.
The campaign was the creation of a secret takeaway menu called Receats, that listed food items as standard office items that could be expensed. Secret menus have become a mainstay of burger joints over the years, but this one instead featured cleverly disguised items like Basic steel staplers (AKA, a burger) and Dry erase whiteboards (or chicken sandwiches). The secret menu appeared on two of Canada’s leading food delivery services, Uber Eats and DoorDash. To further create the illusion that the office supplies were real, Good Fortune made paper receipts that made it look like the items came from GF Office Supply Co
Beyond sharing a handful of organic Instagram posts introducing and explaining the idea to its existing followers, Good Fortune didn’t publicise the initiative widely. It received widespread attention nonetheless, with more than 300 articles in 16 countries producing more than 570 million media impressions.
It also generated more than 150,000 upvotes on Reddit, rising to the top of the popular r/funny subreddit; became a tending topic on LinkedIn (including being featured on LinkedIn News) and garnered considerable attention on both TikTok (with individual posts earning more than 30,000 likes) and Twitter (earning the equivalent of more than $225,000 on that platform alone).
Most importantly, the 34% increase in sales for Good Fortune enabled the restaurant not only to survive but thrive.
Explore the project on Good Fortune’s Instagram page.
On Reddit, the campaign won 23k upvotes, 500 comments, and 40 awards
On LinkedIn, CCO, Chad Broude observed that “If McDonald’s did this it would win a Grand Prix.
Tweeter, Dani Klein helped the word to spread with 17k likes and over 2,500 retweets…
and then this…
Client: Good Fortune
Founder & CCO: Andrew Richmond
Chief Operating Officer: Jon Purdy
Social Media Coordinator: Ashley Tokaruk
Chief Creative Officer: Amin Todai
Creative Director: Max Sawka
Copywriters: Sophia Wilby & Nate Houseley
Art Director: Cameron Fliegel
Designer: Dylan Belyk-Seymoure
Business Lead: Patricia Tay
Project Manager: Katie Muekusch
Social Media Director: Kristina Kosa
Social Media Supervisor: Rebecca Milner