Issue
We were tasked with developing creative positioning and collateral for a bowl food and pizza menu trial, at PI London Angel Islington. This F&B proposition has been developed with reducing cost and service requirements in mind, but also to offer our guests a faster, simpler, easier, cheaper and more flexible dining option to the standard Thyme menu. It will go hand-in-hand with an improved ground-floor design that will accommodate food being served throughout our guests’ stay.

Insight
This proposition is first and foremost about offering food at great convenience. Better in quality and taste – and more reliable than fast food. Quicker, easier and more flexible than dining in a restaurant.

Idea
Ready when you are – whenever (and wherever) hunger strikes, we’ve got it covered. When it comes to serving up great food, we say ‘anytime, anywhere’. Fancy pizza in bed at 2am? Be our guest. Want a tasty, hot pasta lunch to take on the road – just take it! And let’s not forget the who’d-be-serving-curry-at-this-time curry. Tuck in at our wonderful new café/bar area.

Impact
The campaign was a huge success and was consequently implemented across all our integrated floor estate hotels and bars.