Goals and objectives
The target groups were prejudiced against the food on board the Oslo Boats. They saw the food as unhealthy and bad quality. The prejudices against the food pulled the total brand perception of the boats down and was a barrier for new travellers.
On board the boats, the two beef restaurants Explorers Steakhouse were chosen as the centre of the ‘The Beef’ campaign. If we could transform the identity of the two restaurants from ’bad-food-on-board’ into independent, gourmet beef restaurants that the target groups would choose even before their journey, the campaign would be a success.