The Drama Kitchen
Sky Atlantic asked us to promote its menu of award-winning drama for 2017, to engage new and existing users with how it brings quality big-screen drama to the small screen.
We unlocked this brief by looking wider at other premium at-home experiences – and in particular at the rise of restaurant-quality food delivered straight to your door. So we partnered with delivery darlings Deliveroo to create the ultimate in TV dinners, pairing the best of food and entertainment with ‘The Drama Kitchen’.
Teaming up with Dan Doherty, executive chef of Duck and Waffle, we turned Sky Atlantic’s 12 big-screen shows into 12 gourmet takeaway dishes, each an edible recreation of shows ranging from fan favourites Game of Thrones, Billions and Fortitude to new releases Twin Peaks and Big Little Lies. Each was designed to enhance the viewing experience and make the viewer more in tune with the action, locations, themes and characters.
The Drama Kitchen was launched during the season premiere of Fortitude and ran for four days, so drama lovers could literally take a bite out of their preferred show. The kitchen was run off its feet with the most popular dishes selling out almost every night.
We smashed Deliveroo’s expectations on orders, and click-throughs from their channels were double the usual amount (with no paid-for).
But did it work? Post-campaign research revealed that 14% of the public said The Drama Kitchen made them want to see what’s on Sky Atlantic. We’re off for a Twin Peaks now…