Chicken Society is a brand owned by Mitchells and Butlers, with its first site based in Finchley, North London. We were briefed with building a brand tone of voice and identity that would enable Chicken Society to have the appeal of an independent restaurant, but with the backing of a larger company such as M&B.

1. CHICKEN SOCIETY
BUILDING A BRAND

2. CHICKEN SOCIETY
Chicken Society is a brand owned by
Mitchells and Butlers, with its first site
based in Finchley, North London.
It was aimed at appealing to young
professionals living in London, who enjoy
good food and socialising with their
friends.
We were briefed with building a brand
tone of voice and identity that would
enable Chicken Society to have the appeal
of an independent restaurant, but with the
backing of a larger company such as
M&B.

3. DEVELOPING A BRAND TONE
We were tasked with creating a tone of
voice for the brand across 3 key social
platforms: Facebook, Instagram and
Twitter.
We aimed to establish a fun, engaging
tone similar to an independent / start-up
brand to appeal to young, foodie-loving
Londoners.
A secondary aim was to provide
guidelines and best practice for on-site
management to take over social
communication seamlessly at the end of
the project.

4. UTILISING FAN CONTENT
We encouraged fans to share their own
experiences and photos on Instagram
whilst at the restaurant.
Initiated a Surprise and Delight activation,
aimed at encouraging fans to share their
photos to the Chicken Society Instagram
account in order to possibly win a free
drink.
This not only drove engagement with
user-generated content but also
encouraged repeat visits and brand loyalty
from customers.

5. UNLOCKING THE POWER OF INFLUENCERS
We contacted a range of influencers and
invited them to an exclusive event at the
restaurant.
We identified influencers with large,
engaged and relevant Instagram
followings to increase awareness of the
brand.
The influencers were invited to an
exclusive event, and then promoted the
restaurant to their audience over the
following weeks.
OVER
17M
IMPRESSIONS

6. We utilised the content provided for the campaign, and created an original and
consistent tone of voice for the brand across three different social platforms.
CONTENT

7. OVER
1.5M
IMPRESSIONS
OVER
750K
REACH
OVER
50k
ENGAGEMENTS
CAMPAIGN HIGHLIGHTS

8. ALI MANNERING
STRATEGIST
ali@wilderness.agency