This advertising campaign aims to enhance Albert Lane's brand identity and attract foodies aged 20-40 in Brisbane. The strategy involves two phases - a "pre-reveal" using mystery and engagement through pop-up events and guerrilla marketing to build anticipation on social media, and a "post-reveal" officially introducing the renovated Albert Lane with chef influencers and free food samples. Social media, outdoor, and guerrilla activities will feature a chef's hat icon to represent the slogan "Where the chefs go to eat" and promote the message that Albert Lane offers the best quality food.

1. ALBERT LANE
TUTOR: Shayne Armstrong | 2-3pm
STUDENTS:
Alistair Windsor - n9690271
Joshua Scibilia - n9178937
Maria Nguyen - n9472665
Reilly McHugh - n8580286
Thomas Harden - n9724141
AMB318
GROUP PROJECT

2. CREATIVE STRATEGY STATEMENT
The purpose of this advertising campaign is to enhance Albert Lane’s brand identity. It
is a historic, yet unknown location that is in need of an update to modernise its facilities.
This revamp will aim to attract female and male Foodies aged 20-40 years, situated in
Brisbane’s metropolitan areas. “Where the chefs go to eat” is a straightforward, utilitarian
call to action encapsulated by our outdoor, social media, and guerilla media channels. We
have focused on professionally extravagant interaction and communication to highlight
audience to brand engagement. This will allow Albert Lane to seperate themselves from
direct competitors such as surrounding resturatns and indirect competitors such as Eat
Street, Racecourse road, Market Square at Sunnybank and Melbourne Road in West End.

3. RATIONALE
Albert Lane has struggled to form a strong identity. A clear opportunity is present to
reimagine this location as a sensory mecca for our audience. In order to increase Albert
Lane’s awareness amongst Foodies of 20-40 years, our goal is to unify the community. This will
be achieved through a wide range of delicious food and drink options with convenience
and class. It will be the destination that blends fine dining and quick eats with personality
and verve. It’s a place that offers great prices and even better food. It will be the next big
thing in Brisbane. It’s Albert Lane, where the chefs go to eat…
The Single-Minded Proposition for Albert Lane is ‘the ultimate destination for Foodies’. The
ultimate destination for any individual visiting the CBD is one that offers something for all
and continues to provide valued experiences over time. For Foodies, this narrows those
offerings to delicious premium quality ingredients from a vast, unique mix of cultures, for a
great sensory experience pivoting around these different meals. Foodies have the ability
to set food trends and have great expectations for Albert Lane promising quality and
affordability (Chapman-Novakofski, 2011). In response to this, we have created a brand
identity that encapsulates not only this audience, but the core of what Albert Lane offers.
“Where chefs go to eat” evokes images of different food experts packing up their tools
and conjoining at the place that offers the best of the best of both worlds - quality and
affordability. Chefs are known as perfectionists behind the scenes creating and innovating
how we eat and why. These people must continuously defend their reputation in plates of
foie gras and truffle. And after all is said and done, they choose to come to Albert Lane.
This slogan is testament to quality not found elsewhere in Brisbane. Our campaign will yield
the desired results and create an all encapsulating brand identity for Albert Lane: timeless
and transcendent.
Albert Lane’s renewed branding identity will be heavily focused around sophistication and
premium quality food and drink experiences. To translate this into design styles, a chefs hat
will be the main element used. This will allow audiences to connect meaning between the
logo, slogan and media channels. Along with this, simple graphics, serif fonts and a colour
palette of orange, white and grey will be used to represent the premium food on offer.
This will capture a timeless and minimal yet, stylised appearance to cater to the Foodies of
Brisbane. However, in order to achieve this, two phases must be implemented.
The first phase, also known as the ‘pre-reveal’ will consist of mystery and community based
engagements. Here, Albert Lane will be concealed from the public in terms of promoting
its name, creating a sense of mystery to the public. Media channels will adapt to this
accordingly to provide maximum anticipation through social media, outdoor marketing
and guerilla marketing. The goal is to create discussion amongst the public to build-up
conversation about this topic.
The second and final phase, known as the ‘post-reveal’ will consist of the reveal of Albert
Lane, as well as deliverance in terms of providing food services and offering answers to
the conservation. Here, Albert Lane’s true branding will be showcased to the public and
throughout all media channels.

4. TARGET AUDIENCE
The food culture landscape has changed drastically since the rise of social media and
the ability to share instantly. No longer bound by food blogs and magazines, the average
Foodie has many classifications and conduits by which they can be identified. A German
study conducted in 2017 identified six types of individuals in this market: Foodies, light
Foodies, average nutrition enthusiast, traditionalist, uninvolved and uninterested (Krestel &
Spiller, 2017). Focusing on individuals who classify themselves as the latter two would be
meaningless, especially if the advertising channels and creatives are trying to be unique
in such a saturated ad space. ‘Social’ eating and culinary paparazzi are terms that are
used to describe those individuals who share with the social world the food they are eating
and enjoying; with one in two people taking photos of their food once a month (Maxwell,
n.d). This high engagement in social media means that segmenting Foodies by a specific
gender and age means that a large portion of potential customers could be lost. Rather,
segmentation via social media engagement and psychographics is more meaningful, as
ages and genders were varied in the German classification study (Krestel & Spiller, 2017).
Rebranding and refurbishing an already existing hot spot as a fine-dining experience at
an affordable price for the Brisbane Foodies is ambitious, as Foodies who would classify
themselves as such enjoy food regardless of price (Krestel & Spiller, 2017). The creation of a
brand that portrays itself as fine dining – while simultaneously evoking a sense of discovery
through cuisine will motivate the decision of media channels and the creatives that need
to be implemented.
With this in mind, targeting 20–40 year-old men and women with high social media
engagement, live or work in the metro area of Brisbane and would identify as the first 4
classifications of the German study, and provide sa large size to target in unique ways. Across
the board, the classifications cover every age. However, it is no secret that millennials have
a higher social media engagement than their older counterparts. Millennials are constantly
on the hunt for ‘the experience’ rather than the product and dining out is at the top of
their list in terms of expenditure (Barton & Egan, 2012). Condensing the hidden aspects of
Albert Lane to reflect a cultural experience rather than the physical restaurants themselves
through social media would no doubt engage millennials. In terms of older demographics,
whereby the ‘Foodie Enthusiast’ is most commonly associated, a strategic creative strategy
that encompasses the classic Foodie Experience in a subtle yet unique way is sure to drive
reach and the message that Albert Lane is the place to be.

5. MEDIA CHANNEL OUTDOOR
The outdoor media campaign will consist of several small pop-up events across different
hot spots throughout Brisbane. A large inflatable chef hat will be placed with a designated
food truck where employees hand out free samples of food that will be sold in Albert Lane.
On top of that, music from the different cultures from Albert Lane will be played by a single
musician during the event. According to Linked in Entrepreneur Jeremy Adams (2015), food
trucks are booming and mobile kitchens are everywhere. Adams (2015) states that food
trucks are successful for getting a business’ name out there for people to see and is easily
advertised via social media by telling users where the truck will be at certain times.
The four restaurants that will be represented in the food trucks will be the popular Italian
restaurant Vapiano, Comuna Cantina, a Mexican restaurant inspired by Latin street food,
Little Singapore which will provide modern Singaporean and Malaysian style cuisines and
Japanese restaurant Harajuka Gyoza.
As suggested by Adams (2015), the social media campaign will be used to heavily connect
the outdoor campaign as this is where interested people can find the location of the next
pop up event. During the week, the social media pages, will update those who have liked
or followed the ‘pre-reveal’ pages for Albert Lane on the time, date, locations and what
type of food that will be given out as a free sample. The locations of the pop up events will
be very important to the outdoor campaign. The places chosen are popular places within
Brisbane and are definitely hot spots for the target audience.
HOT SPOTS:
• South Bank
• Kangaroo Point Cliffs Park
• Queen Street Mall
• QUT Gardens Point and Kelvin Grove campuses
• University of Queensland campus St. Lucia
• Eat Street Northshore
• Brisbane Powerhouse

6. MEDIA CHANNEL OUTDOOR
The design for the pop-up events will be crucial in creating interest in what the big reveal
might be. Four food trucks will travel around Brisbane on Saturday nights from 5pm-8pm,
each one visiting all the locations selected once before the reveal on social media. In
keeping with the theme of “Where the chefs go to eat,” there will be a large inflatable chef
hat set up behind the food truck. This will be an icon of all the pop up events in the lead
up to the reveal of Albert Lane, and will be featured in many photos on the social media
pages so that people recognise it and know what it means when they see it out in public.
The food trucks will be similar in design, all sporting the logos being used for the pre reveal
stage of the promotion, but also have their own signage and unique feel so that people will
recognise what restaurant they are eating free samples from.
Employees running the food trucks, will be responsible for making the free sample foods and
handing out the flyers created for the reveal. These flyers will continue to build awareness
of the upcoming Albert Lane reveal but will not give direction or a name to what will be
revealed. They will be a valuable source of building awareness by giving people important
information on how to get in touch with the social media campaign. To make the night also
more entertaining for the public attending there will be music from each culture playing
outside of the food truck. The Vapiano pop up event will feature Italian Folk Music, Comuna
Cantina will have traditional Mexican music, folk music from Singapore will play at the Little
Singapore food truck and Harajuka Gyoza will feature traditional music from Japan.

7. MEDIA CHANNEL GUERILLA
Guerilla marketing strategies will be utilised in this campaign in order to maximise awareness
through WOM and social media platforms (Hendershot, 2014). Guerilla strategies are
experiential-centric marketing tools used to interact with target consumers through cost-
effective, highly creative and alternative promotional tactics (Bigat, 2012, p. 1022).
Guerilla marketing within the Albert Lane campaign will be split up into two different
sections. The first, ‘pre-reveal’ will be implemented during the lead up towards the larger-
scale event, ‘post-reveal’.
PRE REVEAL
Chef hats will be placed around and throughout the inner-cities of Brisbane. Placements
will be in high-traffic areas, on top of signs, statues and hedging. Complemented with social
media tools such as sponsored posts from influencers, these chef hats will help create a
mystery to their origins and purpose, and begin cementing the visual cue of the chef hat in
the consumer’s mind.

8. MEDIA CHANNEL GUERILLA
POST REVEAL
The ‘post-reveal’ of this guerilla campaign involves a large-scale event, where hundreds
of volunteers, dressed as chefs, emerge from different parts of the CBD at the same time,
and walk in unison through the city streets, converging in Albert Lane. Once at Albert Lane,
the chefs will enter the participating restaurants, and key chef influencers will give a short
introduction to Albert Lane, and officially re-open it to the public after the renovations.
The red tape will be cut, and the chefs will emerge from their respective restaurants with
platters of free samples of food for the public. The whole event will be filmed discreetly for
social media usage later on.
There are several key drivers of effectiveness for guerrilla marketing that has been utilised in
order to maximise the efficiency of this campaign. The surprise effect, wherein consumers
need to be surprised by the activities taking place to draw their attention, involves creating
incongruence through a stimuli (i.e chef’s hat/hundreds of chefs) and a schema (Brisbane
CBD) (Hutter & Hoffman, 2011). This is executed separately, with the ‘pre-reveal’ stage of the
campaign using ambient advertising, which involves placing advertisements in places that
would not be expected from the general public, such as chef’s hats in unusual locations
around the CBD (Luxton & Drummond, 2000). The ‘post-reveal’ stage is an example of
sensation marketing, which “...aims at surprising pedestrians in public places by actions that
go beyond the scope of familiarity.” (Hutter & Hoffman, 2011). The event with hundreds of
chefs serves this purpose, which both surprises the viewers, but also directs their attention to
the advertising message.
The other key determinant of the success of a guerrilla campaign is the diffusion effect, which
outlines that the marketing events need to capture the attention enough to encourage the
consumers to diffuse the message with their friends through WOM (Hutter & Hoffman, 2011).
This works best with consumers who consume experientially, have high engagement on
social media, and enjoy sharing their experiences with others (Rime et. al, 1992). This is a very
fitting profile for the target market of Foodies. Thus, if the surprise effect is strong enough, the
diffusion effect is an inevitability given the characteristics of the target consumers, leading
to high WOM and social media sharing for the Albert Lane campaign.

9. MEDIA CHANNEL SOCIAL MEDIA
The social media platforms that will be used to promote Albert Lane are Facebook, Instagram
and Snapchat. All of these popular imagery platforms are well known and diverse amongst
Foodies, with amateur and Social Foodies sharing their images amongst professionals
(Johnson, 2015). Facebook will allow engagement to all audiences whilst Instagram and
Snapchat will target those of the younger demographic (Steimer, 2016).
This social media marketing needs to encapsulate Albert Lane’s new branding identity of
being sophisticated, timeless and transcendent. In order to reach this, ‘pre-reveal’ and
‘post-reveal’ stages must also be promoted. To promote this effectively, mystery will be the
main theme implemented during ‘pre-reveal’. During the ‘post-reveal’ stages, marketing
throughout social media will dispose the mystery theme and focus more towards Albert
Lane’s new branding and having celebratory traits to end the campaign. All social media
accounts will transcend from a ‘mystery’ account into Albert Lane itself.
A main theme is to answer to and promote the ‘Where the chefs go to eat’ slogan in order
to offer this truth through weekly Chef’s spotlight content, in which a famous local chef is
interviewed in attendance to Albert Lane.
PRE REVEAL
Facebook:
• Mystery page implemented. No Albert
Lane identity will be visible to the public.
Profile photos and banners will a Chef’s hat
surrounded with question marks, in correlation to
other media channels.
• Supporting video, imagery content for outdoor
and guerilla marketing.
• Weekly ‘Chef Spotlight’ Video highlighting chefs
that visit/work at Albert Lane
• Content posted will be of food, outdoors and
anything of interests to Foodies.
• Sponsored posts
Snapchat:
• Face filter will be implemented to boost
engagement and discussion. Geared towards
the younger demographic of the targeted
audience. This will allow them to wear a chef’s
hat correlating to those used in the outdoor and
guerilla marketing channels.
• A geo-filter will be implemented 5kms around
Albert Lane in order to add to this mysterious
theme without giving away ‘Albert Lane’.
Instagram:
• Mystery account profile
• Food content made weekly until ‘ pre reveal’.
POST REVEAL
Facebook:
• The mystery page will be transformed and
renamed into Albert Lane. Profile photos and
banners will be updated. This technique allows
original audiences to remain with the brand.
• Updates will be made within content, informing
the audience of what was going on
• Content posted will be of food, outdoors and
anything of interests to Foodies.
• Interactive photos of the public that engaged
will be posted
• Weekly ‘Chef Spotlight’ Video highlighting chefs
that visit/work at Albert Lane
• Sponsored posts
Snapchat:
• The use of a face filter will be implemented in
order to boost engagement and discussion. This
will allow them to wear a chef’s hat correlating
to those used in the outdoor and guerilla
marketing channels.
• A new Albert Lane geo-filter will be
implemented 5kms around the Albert Lane
location
Instagram:
• Mystery profile will be updated to Albert Lane
• Public photos will be posted from ‘pre-reveal’.

10. MEDIA CHANNEL SOCIAL MEDIA
geo filters
Pre-reveal Post-reveal
Users required to raise their eyebrows in order to activate the falling food.
face filter

11. Mysterious accounts transform into Albert Lane upon opening.
Pre-reveal Post-reveal
Pre-reveal Post-reveal
MEDIA CHANNEL SOCIAL MEDIA
instagram
facebook
logo

12. REFERENCES
Adams, J. (2015). The Benefits of Using A Food Truck For Marketing And Brand Aware
ness. Retrieved from https://www.linkedin.com/pulse/benefits-using-food-truck-mar
keting-brand-awareness-jeremy-adams
Barton, C., & Egan, C. (2012). Millenial Passions. Boston: Bcg.Perspectives.
Bigat, E. C. (2012). Guerrilla Advertisement and Marketing. Procedia - Social and
Behavioral Sciences, 51, 1022-1029. doi:10.1016/j.sbspro.2012.08.281
Hendershot, S. (2014, Aug 11). What are you looking at? Crain’s Chicago
Business, 37, 17. Retrieved from
http://gateway.library.qut.edu.au/login?url=https://search-proquest-com.ezp01.
library.qut.edu.au/docview/1553183548?accountid=1338
Hutter, K., & Hoffmann, S. (2011). Guerrilla Marketing: The Nature of the Concept
and Propositions for Further Research. Asian Journal of Marketing, 5(2),
39-54. doi:10.3923/ajm.2011.39.54
Johnson, L. (2015). These 10 Foodies Have Grown the Strongest Engagement on
Instagram. Retrieved from http://www.adweek.com/digital/here-are-10-insta
gram-food-personalities-best-engagement-165288/
Krestel, N., & Spiller, A. (2017). Actionable Insights in German Segmentation. Parma: EaaE.
Luxton, S., & Drummond, L. (2000). What is This Thing Called ‘Ambient
Advertising’? Retrieved October 18, 2017, from https://www.researchgate.net/pub
lication/250870054_What_is_This_Thing_Called_’Ambient_Advertising’
Maxwell PR. (n.d.). Eating Up Social. Maxwell.
Rimé, B., Philippot, P., Boca, S., & Mesquita, B. (1992). Long-lasting Cognitive
and Social Consequences of Emotion: Social Sharing and Rumination. European
Review of Social Psychology, 3(1), 225-258. doi:10.1080/14792779243000078
Stiemer, S. (2016). Average Age of Snapchat Users Is Going Up. Retrieved from
https://www.ama.org/publications/eNewsletters/Marketing-News-Weekly/Pages/
average-age-snapchat-users-going-up.aspx
references