Sometimes, albeit rarely, it pays to forget it’s Valentine’s Day.
This was true for some lucky couples in London yesterday who had slacked off and failed to make restaurant reservations for the romantic holiday. Thankfully, Snickers had their back—as the Mars candy brand tends to do every Valentine’s Day—by opening its own restaurant catering exclusively to forgetful couples.
Working with agency AMV BBDO, Snickers parked a Valentine’s van on Shoreditch High Street and posed the question “Need a table for tonight?” Passersby could grab a reservation card off the van, good for a table for two at an exclusive pop-up restaurant called Oublié—a fancy sounding word that means forgotten in French.
Oublié turned out to be quite the special place. The three-course dinners were entirely complimentary, and were made by “one of London’s top chefs.” (The chef’s identity is so far unknown.)
“The stunt again reminded passersby that Snickers is on hand to help the hungry and forgetful on Valentine’s Day,” the brand said in a statement.
Here are some pics of the restaurant itself:
The activation follows a similar idea last year, in which Snickers put up a billboard outside London’s Waterloo train station that read “You’re forgetful when you’re hungry.” The headline was made from dozens of Valentine’s Day cards that passersby could pull off the ad and give to their loved one.
See that stunt below.
Project: Snickers Valentine’s Day 2018 (Oublié)
Client: Gemma Buggins, Brand Director
Brief (in one line): Build on the success of last year’s Valentine’s Day campaign to create fame for the brand.
Creative Agency: AMV BBDO
Creative Director: Rosie Arnold
Copywriter: Oliver Frost
Art Director: Josephine Shedden
Agency Planner: Alaina Crystal, Elly Fenlon
Agency Account Team: Lou Woolf, Alice Martin, Jean-Luc Gentilli & Rebecca Thomas
Agency Project Manager Rachel Ardeman
Agency Producer: (Flare) Elizabeth Griffin, Ciara McGowan
Media Agency: Mediacom
Director: Sebastian Feehan (2DOORS)
Producer: Josephine Gallagher (Fat Lemon)
Experiential Production Agency: Sarah Goodchild (AMV Live)