BASICALLY BRILLIANT BREAKFASTS

Issue
ZIP by Premier Inn is our new concept hotel bringing compact living to hotel rooms. With a tone of voice that embodies no faff, straight talking and upbeat, the breakfast offering was not triggering sufficient uptake and needed to be updated. While the initial brand illustrations were created within the brand guidelines, they lacked appeal and not enough noise for awareness and ultimately sales.

Insight
When people are on the go, they want things quickly, easily and without hassle. They want what it says on the tin. It’s not only about convenience, but also wanting to eat something that’s going to ‘hit the spot’.

Idea
We used simple, straightforward photography to communicate a breakfast offering that was not only appealing to look at but would also make our guests feel hungry. From juicy, green apples to crispy bacon rolls, the photography elevated the items significantly. Alongside a simple formula to explain what you get for one set price, we used our bold brand colours and our straight-talking copy to create memorable ‘no-nonsense’ breakfast comms.

Impact
Uptake increased by 25%.