New website and digital marketing for flagship london restaurant.
Repositioning the existing Smiths brand, launching their second restaurant at Cannon Street.
Smiths of Smithfield is a landmark London venue, famously owned by celebrity chef John Torode. It’s a complex operation, featuring four distinct floors that range from a casual bar and grill to exclusive private dining and a stunning rooftop terrace. Their old website wasn’t pulling its weight. The messaging had become confused, and customers didn’t understand the unique proposition of each floor.
Wisetiger was tasked to provide some strategic clarity. Our first job was to reposition the brand, giving each of the four floors its own clear identity and voice. We were also tasked with helping to launch a brand new sister restaurant, Smiths at Cannon Street.
Working closely with their PR team, we helped the Smithfield venue tell its story. The Cannon Street venue was launched successfully, and quickly became a popular City spot.
Most importantly, the project achieved its core marketing goals; enquiries and table bookings rose, loyalty increased, and brand awareness was strengthened.
The repositioning, new website, and our ongoing marketing support all worked together to successfully communicate the brand’s true personality. When Smiths was later acquired by Youngs, they retained much of the work that we had put in place – a true testament to its lasting success.
Services delivered:
- Marketing planning and strategy
- Brand consolidation and repositioning
- Website design and build
- Systems integration
- Email marketing
- Analytics, tracking and measurement
- Ongoing support
