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Special Project

Special Project NEW!

Behind The Dish

Entered in Arts & Culture, Restaurants, Campaign by a Black-Owned Business

Objective

Fridays created its first ever Black History Month social campaign by showcasing and championing lesser-known African Americans who created culinary dishes that are now staples of American cuisine.

 

Our goal was to connect the Fridays brand with the heritage of African Americans, particularly in the food and restaurant space. We activated on social media with a minimal budget but kept the Fridays audience engaged throughout the month of February.

Strategy

Black bartenders across the country created countless signature cocktails and, in the process, invented modern mixology. Telling the lost stories of the African Americans who were the first ones to create the iced drinks that became the coveted “cocktail” was a great opportunity to credit the individuals whose contributions were either lost or forgotten. We did our research to find trailblazers in food history that contributed to the American food experience through innovation in food preparation, transport and cocktails, as well as franchise management and ownership.

Results

The Fridays social team deemed the campaign a success and is using it as a model for key cultural moments in the future.

 

2.09K Engagements

326K Post Reach

Media

Video for Behind The Dish

Entrant Company / Organization Name

fluent360, TGI Friday's

Link

Entry Credits