Elburritomonster X Harvester

CLIENT

Harvester

PROJECT OVERVIEW

We tackled a real brand challenge: drive relevance with younger audiences and cement Harvester as a nationally loved brand, not just a nostalgic favourite. We went big on flavour — and even bigger on culture. Partnering with a new generation of creator, TikTok's king of over-the-top food content, Elburritomonster (aka Oli Paterson), we launched a through-the-line influencer partnership spanning social content, in-restaurant activation, and menu innovation. The content appeared everywhere — from TikTok to table talkers to curated menu flavour profiles.

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.

SOLUTION

Harvester needed to become part of the content people already chose to watch. Enter Elburritomonster. 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. It wasn't enough to just use digital channels to make a meaningful perception shit so 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

But what actually drove success? Picking the right partner with audience relevancy - and going all in - to build a campaign with impact. We didn’t just want an influencer. We wanted a creator, someone who could bring energy, ideas and a genuine audience connection. The right creator doesn't just drive views - they drive footfall, brand love, and cultural clout. The results proved the model works: - 12+ million impressions - Awareness more than doubled amongst target audience (18-24s) - Thousands of directly attributable bookings - 11% increase in new customers over a five month period