In the action, the restaurant invited influencers to get to know “San Nicol”. The menu was composed of dishes from Spoleto
Spoleto set up a fake restaurant to promote an action that aimed to prove that the chain offers real Italian food at a fair price.
The restaurant was named after San Nicol and invited digital influencers for an “inauguration” dinner. To attract and convince the guests, the discourse was created that the Italian trattoria would be a premium brand belonging to the Grupo Trigo, as well as the Gurum restaurant. The menu was made up entirely of dishes that are part of Spoleto’s portfolio.
The influencers received dinner invitations at their homes, made stories informing about the inauguration of the alleged restaurant, tried the dishes and, at the end, went through an interview to give their opinion on the menu and suggest a price for the main dish. At the end of the interview, the interviewer revealed that the entire dinner was fake and that the dishes were from the Spoleto menu.
As I denied the information, the influencers made many expressions of surprise. None of them suspected anything and all suggested prices for the dishes well above what they actually cost on the menu at Spoleto, explained Gabriel Noumann, editor and scriptwriter for the Branding area at Grupo Trigo.
Both the cheff de cuisine who chatted with the guests and the waiter who served dinner were actors. Chef Ivan Rocha, responsible for Cozinha Escola da Marca, prepared all the meals. All stages of the dinner were recorded, from food preparation, passing through the influencers’ tasting, to the interview.
We are very happy with the result of the action and being able to count on such special influencers. I am very proud of our team’s dedication and execution. We certainly managed to achieve our main goal of showing the public that Spoleto offers real, quality Italian food at an affordable price, said Michel Jager, Director of Branding, Customer Experience and ESG at Grupo Trigo.