The client
Strada are an award-winning group of contemporary styled restaurants serving authentic Italian dishes. Owned by the Tragus Group.
The work
In store advertising • Photoshoot • Collateral
The brief
Valentine’s Day is a major highlight on the calendar for Italian restaurants, and Strada is no exception. Firedog was commissioned to promote Strada’s 2010 Valentine’s Day advertising. The key focus was on the imagery (Strada had used a similar style of shooting fresh ingredients for a number of years) and how that could be evolved.
The solution
Firedog pitched three strategic concepts for the advertising, which would be applied in the restaurant, over signage, external A-frames, leaflets and menus. The chosen concept featured elegant, evocative and sensual images coupled with simple copy stating a particular emotion (in Italian, for authenticity, of course). The campaign featured a suite of striking imagery that retained the style Strada had established but coupled it with an aspirational people element to move it forward. Firedog went into the studio to create the imagery required for the tactical Valentine’s Day campaign, hiring a well-established photographer and make-up artist to shoot the model (one of our very own clients!). Everything else prior to application to the collateral, from prop sourcing to post-production, was handled by Firedog. The remainder of the campaign, focused on high-profile brand building, is ready to be produced later this year.
The results
The campaign achieved instant recognition and awareness, encouraging record bookings for the Valentine’s period.
