Pavyllon’s breakfast items were gaining viral status across social media, with the Arabic Omelette alone garnering 18 million views on Instagram. We saw an opportunity to capitalise on this by syndicating a press release to top tier media sharing impressive statistics. To build momentum further, Agency and Client worked together on launching the UK’s first Breakfast Tasting Menu, as well as a special breakfast box collaboration with Fortnum & Mason. Agency also hosted an exclusive breakfast with leading content creators and placed key interviews with Chef Benjamin.
Over an 18-month period, the campaign delivered strong editorial, social and commercial impact. Coverage included The Times, City AM, Time Out, BBC News, and a standout critical review from Grace Dent in The Guardian. Influencer activity generated 50M+ social views, including @WillAinslie’s Instagram reel generating 331k views and 8k likes. Pavyllon also noted a +121% increase in website traffic, +43% uplift in breakfast bookings (YoY), and a fully-booked Breakfast Tasting Menu for the first six weeks of launch.