2022 Winner

CASE SUMMARY

As reported by the BBC, Toronto experienced the longest pandemic lockdown of any city in the world, lasting more than 360 days. As a result, every restaurant struggled, with overall category sales down 16% and a recent survey showing that over 50% of owners believed they’d be out of business by fall.

With that, Good Fortune’s objective was to boost delivery sales and, simply put, stay alive. As a small business with a $0 budget, paid media, influencers and PR were not options to help stand out
against larger competitors.

This all became even more challenging as every restaurant flooded mobile ordering apps, which themselves had become increasingly relevant in our anti-dine-out lives. The pandemic caused millions of people to start working from home and expensing items to
build their home offices.

Introducing Receats: a sneaky way for people to expense their eats by disguising Good Fortune’s entire menu as office supplies
on UberEats and Doordash.

To bring Receats to life, they renamed every single item on Good Fortune’s menu as popular office supplies. These supplies were selected to be believable in both price and purpose; burgers became Basic Steel Staplers, chicken sandwiches became Dry Erase Whiteboards etc... They then uploaded the
menu to Uber Eats and DoorDash.

After disguising their food, they knew people’s expenses would require paper trails so they rejigged the receipt printing process to provide customers with real receipts for their ‘office items’ that came from the fictional company GF Office Supply Co. Beyond sneakily changing the menus within ordering apps, the only thing they did to promote the somewhat sneaky execution was a few organic posts on Instagram to introduce/explain the idea to existing followers.

Good Fortune was able to tap into a significant cultural shift at just the right time, and in a way that customers found truly relatable. Receats quickly blew up and had over 300 articles written about it in at least 16 countries, accounting for an estimated 570m+ media impressions. The campaign also stirred endless threads of love, laughs and ethical debates on various social platforms. It received over 150k upvotes on Reddit, rising to the top of the r/funny subreddit (the second most popular subreddit of all with over 34m subscribers). It trended on LinkedIn and would end up featured on LinkedIn News. It went wild on TikTok with individual posts earning over 30k likes, and it exploded on Twitter, earning over $225,000 worth of engagement on that one platform alone. It was even used as a business case at
Canada’s top business school (Ivey).

And, most importantly, it drove a 34% increase in mobile driven sales for the restaurant that not only caused them to survive, but also to thrive. The strategy far exceeded planning goals with the campaign resonating tremendously, and well beyond their local demographic. Positive changes and momentum for the brand continue to this day.

Credits

Chief Creative Officer: Amin Todai
Creative Director/Strategy Director: Max Sawka
Writer: Sophia Wilby
Writer: Nate Houseley
Art Director: Cameron Fliegel
Designer: Dylan Belyk-Seymour
Business Lead: Patricia Tay
Project Manager: Katie Muekusch
Social Media Director: Kristina Kosa
Social Media Supervisor: Rebecca Milner
Founder, Good Fortune: Andrew Richmond
COO, Good Fortune: Jon Purdy
Social Media Coordinator: Ashley Tokaruk