bob & berts warrington launch
Press for Free Grub: an interactive launch-day activation that helped deliver the most successful site opening in Bob & Berts’ history.
To give the opening of Bob & Berts’ first Cheshire venue a newsworthy, visual hook, Riot House created Press for Free Grub, a playful PR stunt that brought sister agency Purple Riot’s wider PR launch campaign to life and gave Warrington shoppers a reason to visit on launch day.
press for free grub
The idea needed to feel unmistakably Bob & Berts: bold, playful and impossible to walk past. Free food and drink gave shoppers the hook; the experience gave them a reason to stop, get involved and head straight into the new venue.
The result was Press for Free Grub: a large-scale interactive wall installed outside the café on launch day, featuring bold Bob & Berts branding and six oversized illuminated buttons.
Each button played on a different craving, with options including ‘I’m Hangry’, ‘Lunch Now’, ‘Treat Me’, ‘Surprise Me’ and ‘Caffeinate Me’. Shoppers chose what they fancied, hit the corresponding button which activated lights and a buzzer, and they received a voucher for free food, coffee or a surprise reward to redeem inside.
from concept to builD
We designed the wall around Bob & Berts’ bold visual identity, incorporating large-format graphics, illuminated buttons and built-in buzzers. Every element was considered to make the experience simple, quick and fun while creating maximum visibility within the shopping centre.
beyond the activation
The activation formed the centrepiece of a wider launch campaign delivered by our sister agency, Purple Riot.
Press for Free Grub gave the campaign a strong visual hook for media and social content, helping the story travel beyond Golden Square. Alongside the activation, Purple Riot delivered the launch PR, creator engagement and first-look preview, securing over 100 pieces of earned coverage, a combined media reach of more than 22 million and a further potential social reach of 912,000.
Together, the experiential, PR and influencer activity built momentum ahead of the opening and turned that attention into real launch-day footfall.
The Result
A bold, interactive PR stunt that put Bob & Berts firmly on Warrington’s radar and gave shoppers an immediate reason to visit the new café and resulted in the most successful launch in the brands history.
