TOBY CARVERY

THE SEASON OF THE ROAST

There is no better time than the winter months to enjoy a warm and filling roast ... and no better place to go than Toby Carvery. I called it The Season of The Roast and bought the idea to life in press, radio and digital.

SARGE SAYS

Toby Tips was a brave, content-first campaign across radio, in-store and press. Designed to further establish Toby as the 'Home of The Roast', the campaign was born of an in depth understanding gained on a brand immersion day. Real Toby chef Andy "Sarge" Sargent became the centre of my new "TOBY TIPS" campaign. I interviewed him for his best roast tips and delivered them to the public using radio, press and online, creating a minor celeb in the process. It seemed brave, but I knew giving Toby's secrets away would only strengthen their claim to be the roast experts. Guess what? It worked, with a 7.5% uplift in sales like for like on the previous year. More importantly, Britain makes better roasts.

Toby Tips Press

Tips cards and stand

Below, Sarge say online and MPUs

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

TOBY BREAKFAST

For Toby's unlimited breakfast, I focused on the freedom of being able to eat whatever you wanted, in any order you wanted it.

A ROAST FOR ALL SEASONS

How do you sell a hearty roast meat when it's roasting outside? With a smart new summer menu and some crisp and refreshing creative thinking.

THE HOME OF THE ROAST

As soon as I tasted a Toby roast, I knew all I had to do was let people know how good it was. I encouraged the client to throw out curry night and pizza night and focus on what they did best. And with total creative control of all comms, I made sure my Home of the Roast idea ran relentlessly though every single piece of comms. Guess what? It worked. Toby is now the jewel in M&B's crown, with sales that make the board smile year after year.

HOME OF THE ROAST RADIO

TOBY CARVERY'S NEW LOGO

TOBY SANDWICH BAR LAUNCH

Toby Carvery trialled a retail concept that made their tasty roast meat available on the go in a fresh bap. I was trusted with the look and feel of the whole sub brand and quickly realised that unlike other fast food options, this was a chance to eat some PROPER food.