In London, a new restaurant’s concept was just opened, The Picture House London, of the brand Birds Eyes, is a pop-up restaurant located in Soho. This restaurant has taken an advantage on their competitor, thanks to the application Instagram.

To promote their new products, the client has to take a photo of his meal, and then he posts it on the social network (Instagram), with the hashtag #BirdsEyesInspiration. Then, the picture will be broadcast on the Internet, but also in the city of London, and all the people who walking on the street can see the picture in different places of London. In return to this post, you can eat in this restaurant for free. This ephemeral restaurant was establish the last week in London (Soho), now is  in Leeds, and the next week’ll be in the borough of Manchester for June.

Everybody can follow the Picture House restaurant, thanks to the hashtags:  #PictureHondon#PictureHouseLeeds and #PictureHouseManchester

This advertising campaign allows the restaurant to advertise in the city rapidly and effectively. The social network Instagram is one of the more efficient social media in the world, and it concern many people all over the world. The brand’s research team found that 52 percent of the public regularly take photos of their meals, and then, they post it on socials networks.

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The marketing director of Birds Eyes explains:

“Taking photos of food enables people to show off and to share their mealtime moments – from the everyday to the very special. We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspirations range.”

This advertising campaign is established to launch the two new meals of the restaurant.

However, the food on offer to lucky diners will be from their new range which includes fish and chicken chargrills in a bid to cash in on the food porn trend. This is the first restaurant in all over the world which did this marketing strategy. And it works very well, in only two days more than 400 pictures were published on Instagram with the hashtag #BirdsEyesInspiration, and almost 300 pictures on Twitter. In addition, the Instagrammers can also benefit of food stylists tutorials to take “The perfect picture food”.

So if you are in London this week, create quickly an Instagram account to eat for free in The Picture House pop-up restaurant. Bon appetit and share it!

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