The Roses Student Creativity Awards 2013
‘Grubs Up Down Under’ is aimed at a primary target market of young professionals aged 25–35. They enjoy dining out and have the income to support their lifestyle. The restaurant’s objective is to inspire people to try something new or different and be a little more daring with their food choices.
The restaurant is chic in feel and serves traditional Aboriginal and native Australian foods. The menu exclusively features Aboriginal and native dishes set out in a way to encourage the adventurer, young and old.
The ‘Small Bite’ section of the menu presents an opportunity for the diner to try something different and exciting. It creates an essence of adventure over the whole dining experience.
The restaurant opening will feature Aboriginal dancers swinging their bullroarers to attract attention with the noise they make. Bullroarers were used by Aborigines as communication devices. Miniature bullroarers and boomerangs featuring the restaurant’s details will be given out as souvenirs. These would also act as a business card. ‘Grubs up Down under’ is to be run by a celebrity chef and this would create a certain amount of PR noise through a number of media portals.
The campaign is designed to appeal to the diner’s curiosity. A series of strategically placed dots and markings, corresponding to the tracks which Aborigines would have had to follow to find their food. The markings lead the curious to posters featuring Aboriginal paintings with the website details and to the restaurant itself.
