The Solution

Our campaign was multifaceted, spanning digital PR, radio and influencer. We started by coining the UK’s first Dine Out Week, a celebration designed to reignite the nation’s love of dining out while celebrating the hospitality venues that are the lifeblood of our high streets. After commissioning research which revealed that 40% of Brits think the British dining experience is the best in the world, the campaign idea was born - rooted in the nation’s long-standing fascination with etiquette. To spark cultural conversation, Lightspeed partnered with Grant Harrold, former butler to King Charles III and the UK’s leading etiquette expert, to co-create ‘What the Fork? A Modern Dining Guide’. The guide gave modern tips on the do’s and don’ts of dining etiquette, and was supported by research insights into Britain’s table manners and pet peeves. Lightspeed also graced the radio airwaves for the first time in the UK, where EMEA MD Liam Crooks joined Grant to spread the message of Dine Out Week and the research findings. Influencer partnerships helped to engage an even wider audience, bringing Lightspeed into the everyday dining conversation and resulting in a 4.48% engagement rate on social.