The One Show
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Category
Active Engagement / Call to Action
Annual ID
OS22_SM027B
About the Work
Challenge
Toronto experienced the longest pandemic lockdowns of any city in the world. Every restaurant was struggling, with overall category sales down 16% and over 50% of owners expecting to go out of business. This all became even more challenging as every restaurant in the city flooded mobile ordering apps. Good Fortune Restaurants needed to do something extraordinary to survive… and with a $0 budget.
Idea
The pandemic caused people to start working from home and expensing home office items. So we developed Receats: a sneaky way for people to expense their eats by disguising Good Fortune’s entire menu as office supplies on UberEats and DoorDash.
Execution
To bring Receats to life, we renamed every item on Good Fortune’s menu as popular office supplies. Burgers became Basic Steel Staplers, chicken sandwiches became Dry Erase Whiteboards, the list went on. We knew people would require paper trails, so we rejigged our receipts to show their ‘office supplies’ purchases from our alias, GF Office Supply Co. To share the good news, we took to Instagram with a few unpaid posts.
Results
Receats quickly blew up with over 300 articles written in over 16 countries, accounting for 570m+ media impressions. The campaign stirred endless threads of love, laughs and ethical debates on various social platforms. It received over 150k upvotes on Reddit, rising to the top of the r/funny subreddit. It trended on LinkedIn and was featured on LinkedIn News. It went wild on TikTok with individual posts earning over 35k likes and it exploded on Twitter, earning over $225,000 worth of engagement on that one platform alone. It was even used as a business case at Canada’s top business school (Ivey). And most importantly, it drove a 34% increase in mobile sales, allowing Good Fortune to not only survive, but thrive.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Bensimon Byrne / Toronto
Digital Agency
OneMethod / Toronto
PR / Marketing Agency
Narrative / Toronto
Client / Brand
Good Fortune / Toronto
Art Director
Cameron Fliegel
Copywriter
Sophia Wilby
Nate Houseley
Chief Creative Officer
Amin Todai
Creative Director
Max Sawka
Designer
Dylan Belyk-Seymour
Social Media Manager
Rebecca Milner
Strategist
Max Sawka
Project Manager
Katie Muekusch
Business Lead
Patricia Tay
Chief Operating Officer, Good Fortune
Jon Purdy
Founder, Good Fortune
Andrew Richmond
Social Media Coordinator, Good Fortune
Ashley Tokaruk
Social Media Director
Kristina Kosa
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