You’re all set

In its new campaign for TheFork, Droga5 extols the benefits of the online restaurant booking service, with a clear message to diners: You don’t have to use TheFork when eating out, you’ll just enjoy yourself more if you do.

“You’re all set” is the first creative work launched by TheFork since its recent global rebrand by DesignStudio. The campaign’s hero film - breaking at the beginning of July, and running until December - debuts an irreverent tone of voice to infuse the brand with bags more joy and levity, while launching its new tagline: ‘You’re all set’.

The humorous, nonchalant tone continues in out-of-home, digital and social advertising, running across Europe.
TheFork, the leading restaurant booking platform in Europe and Australia, believes that the best things in life happen around the table. Dining isn’t only about the specific restaurant you go to, but about how finding the right restaurant allows for a better time around the table. To continue to bring more diners to restaurants, TheFork aims to highlight the unparalleled benefits of using the app compared to traditional methods, making it second nature to a new audience of restaurant-goers.

The campaign by Droga5, part of Accenture Song, aims to communicate a compelling reason to change to using TheFork, while communicating its wide-ranging benefits; from unique filters, an intuitive booking system, trusted reviews, and discounts on restaurants (even those with Michelin stars).

TheFork recognises that dining out can be a frustrating experience and that a meal is as affected by what you do before getting to the restaurant, as it is by what happens when sitting down to eat. So Droga5’s TV spot likens the experience of not using TheFork to a lack of preparation in other walks of life, which often lead to a less than ideal outcome.

Delivered through witty scriptwriting and slick visuals, the narrator riffs on how we prepare for things in all other facets of our lives, so why not with booking restaurants? We don’t just book ski holidays without checking the weather, enter karate tournaments without training, or develop AI without considering the consequences, so why would we not prepare to have a better time eating out?