Miller and Carter is the UK’s largest premium steakhouse chain, providing guests all over the UK with an unrivalled and accessible quality steak experience, that has Craft Guild of Chefs accreditation.

The festive season is key for Miller and Carter commercially, but also to attract new guests and provide an experience that will keep them coming back across the year.

Our brief was to create a campaign that would showcase the quality of the Festive Menu offer at Miller and Carter, to specifically engage a younger guest profile and drive bookings early.

Knowing that for younger audiences, the prospect of a Christmas meal with friends and family would be a chance to really indulge and go all out, unlike any other time of year, we created a campaign strategy rooted in being ‘a Sensational Festive season’, with absolutely no reservation in dialling up the glitz and glamour. This was all about positioning Miller and Carter as a place for the most special of occasions and exciting the senses of prospective guests to transport them into the steak experience.

For this campaign, the food and drink was the star, using a bold, impactful and stripped back art direction that presented key menu items through mouthwatering photography, against an alluring, bokeh effect background with tempting headlines that perfectly paired the menu items with each key date occasion. The activity was rolled out across all Miller and Carter point of sale, paid and owned digital media and website and CRM.