How to attract diners to Birsta in bathing weather?

Something unusual, spectacular and perhaps a little crazy. That was the wish of YumYum before the opening of the chain’s fourth restaurant, the first outside Västerås. It was important that the establishment would stand out among the many competitors in Birsta, and make an impression on people in Sundsvall.

No sooner said than done. We found an opening offer appetizing enough to attract visitors from the beach to the new restaurant. This was communicated via flyers handed out by people in all-black costumes during the Rix FM festival in Sundsvall. The mysterious figures also carried yellow sunglasses emblazoned with the YumYum logo.

The restaurant’s message shone clearly on the E4 highway, and to guide visitors to Birsta, we placed signs pointing the way to YumYum. On the opening day, the black-clad figures returned to act as guides through the shops of Birsta, and in the restaurant, visitors were greeted with promotional material, a selfie circle and, of course, lots of good food.

Elin Hallstensson was project manager, Håkan Norberg copywriter and Andreas Söderlund art director.