Elburritomonster X Harvester

CLIENT

Harvester

PROJECT OVERVIEW

We partnered with food creator Elburritomonster to reposition Harvester for younger audiences, delivering more than 12 million impressions, thousands of bookings and double-digit customer growth.

CHALLENGE

Harvester is one of Britain's best-known restaurant brands. But not when you ask 18-24 year olds. We needed to drive relevance to a heavily saturated audience in a tough trading environment, and simultaneously refresh perceptions whilst doubling-down on what makes Harvester lovable.

INSIGHT

Harvester needed to become part of the content people already chose to watch. Enter Elburritomonster, (Oli Paterson). TikTok’s King of over-the-top, tasty food content holds a combined reach of over 2.4M followers and an audience skewing 33% to 18-24 and 60% under 34. He was the perfect partner to help reposition Harvester in the hearts (and feeds) of younger food lovers.

SOLUTION

We launched Mitchells & Butlers' first fully integrated creator campaign. Our message, "Think you know Harvester? Think again", challenged assumptions without alienating existing fans. Going through-the-line, we connected digital energy to physical experience: From TikTok to the table, the campaign extended beyond social channels into restaurants themselves, connecting creator content with in-venue experiences.

OUTCOME & RESULTS

The results proved the model works: over 12 million impressions, a 140% uplift in awareness among 18–24s, 1,343 direct bookings and an 11% increase in new customers in five months. The campaign gave Mitchells & Butlers confidence that creator partnerships can deliver commercial impact at national scale, establishing a model that can be repeated across future brand campaigns.