Integrated advertising move for Greg Cafe’s breakfast (a cafe chain with 120 branches), which was chosen for the best in Israel, according to a survey of Geocartography Institute.
In the first stage, we recruited five celebrities and opinion leaders – Eli Gutman (Israel national team coach), Yael Arad (Israel’s first Olympic medalist and a successful businesswoman), Michal Amdurski (singer, dancer and reality hostess), Jackie Menachem (winner of “The Big Brother” Israel) and Yossi Alfi (a famous entertainer), who appeal to a different target audiences through different prisms – sports, reality shows, arts, business and more.
In the second stage, we launched an integrated campaign both on television and digital media, where our celebrities invited everybody to the Greg Cafe Facebook page and to persuade – why they deserve to meet our celebrities for an amazing, exciting and unforgettable breakfast.
In the third stage, we chose the most interesting participants and brought together each of them for breakfast with their chosen celebrity. These breakfasts were recorded, edited and uploaded across the internet.