In L.A., food is fashion
dineL.A. Restaurant Week, a bi-annual eating extravaganza presented by L.A. Tourism, was getting stale. Originally created during the recession to get Angelenos out of the house and into restaurants across town, the messaging was consistently value-driven. Eight years later, with foodie culture exploding and Los Angeles considered a dining mecca, the event was indistinguishable from the hundreds of other Restaurant Weeks across the country and, more importantly, the dozen or so held in Southern California.
We decided it was time to give dineL.A. Restaurant Week a makeover. Taking inspiration from the style of Los Angeles, as well as the visual language of fashion advertising, we reimagined the event along the lines of Fashion Week – a glamorous celebration of Los Angeles taking its rightful place among the culinary elite. Working with photographer Stephanie Gonot, we transformed the event’s most popular cuisines into real-life fashion shoots as colorful and approachable as the city’s dining scene.
The resulting campaign, ‘Eat Fabulous!,’ was everywhere foodies look for inspiration – heavily digital and social, with a print presence in L.A. Weekly. On Snapchat, we created special geofilters that helped fans share the fabulous meals (and deals) they were enjoying. Because, after all, showing off where you eat can be as much a fashion statement as what you wear nowadays.