As a new entry into an established suburban location, our campaign strategy had to differentiate itself from its competitors on a well-heeled busy street. The initial phase was focused on drawing shoppers in to take some time out from shopping and enjoy “a home away from home” ambience whilst being attentively waited on regardless of whether they wanted just tea or coffee, a glass of wine or lunch. Evening dining required another approach to establish Le Plonc as a serious food destination and events had to have an appeal to those seeking something different and very beautiful for their special occasions.

The roll out of the new Le Plonc brand consisted of a website, signage, print collateral including business cards, menus, sales materials and gift boxes, special promotions, as well as various digital elements to help grow the brand’s presence online.