It’s common for food brands to promote themselves through pop-up restaurants; in the last year, MiC has seen hip-yet-temporary ventures into food service from the likes of Delissio, Classico, Häagen-Dazs and more. But Toronto’s latest branded pop-up restaurant doesn’t come from a
food brand at all — it’s from credit card company American Express.
American Express opened The Cobalt Social for a week in Toronto’s quirky Kensington Market neighbourhood with some famous names behind it. The restaurant featured specially created menus from celebrity chef Gordon Ramsay and locals Antonio Park and Matty Matheson.
According to David Barnes, VP of advertising and communication with American Express, tickets to the restaurant (which were only available online) sold out within 15 minutes of its launch.
The broader campaign for the Cobalt Card, entitled “You Do You,” involves heavy investments in digital and social, with more than 75 influencers and celebrities (including Toronto Blue Jay Marcus Stroman) appearing in social content. Barnes said OOH in urban areas is also part of the investment.
Mindshare handled media for the campaign, with North Strategic on PR and influencer relations, BT/A on experiential, Notch Video on social and Ogilvy on creative.
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