El Menu del dia - Bellavista del Jardín del Norte

The Challenge

The objective was to let the target audience (corporates, agencies, and office employees in the vicinity) know of Bellavista’s new offering, which was slightly more premium and pricey than that of the competition.

The Concept

Bellavista del Jardín del Norte was born from the collaboration between El Grup Iglesias and the Messi brothers, aiming to evoke the spirit of a quintessential Spanish village in the heart of Barcelona. The restaurant spans 2,000 square meters, featuring both outdoor and indoor spaces designed to simulate a bustling village environment.

Guests can explore various elements like a kiosk, a square, a church, a barber shop, a bar with table football, and even a fountain to quench their thirst. The restaurant's Mediterranean culinary base is enhanced with subtle international influences to create a diverse gastronomic experience.

‍

Promotional Strategy: El Menu del día Bellavista

Objective

Bellavista aimed to position itself as a premium dining option for nearby corporates, agencies, and office employees. The goal was to communicate the exclusivity and quality of the restaurant’s executive lunch menu (menu del mediodía), designed to be slightly more premium than its competitors.

Execution

To announce the new lunch offering, the Bellavista team devised a creative “message in a bottle” campaign. Inspired by the restaurant’s water fountain, branded refillable bottles were used as a vehicle to deliver a special message. Each bottle came wrapped in a custom newspaper detailing the promotion, inviting recipients to try the menu.

Distribution

A carefully curated list of 200 offices within a 5 km radius received the personalized “message in a bottle.” This guerrilla marketing initiative was supported by a targeted email campaign to further amplify awareness and drive traffic to the restaurant.

Results

• Increased brand awareness in the local corporate and business community.
• Generated buzz and anticipation for the new lunch menu, with recipients personally invited to experience the new offering.
• Enhanced engagement through both physical and digital touch points, blending traditional marketing with modern email strategies.

‍