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Birds Eye open doors to world’s first pay-by-Instagram restaurant

Frozen food brand Birds Eye has opened the doors to a pop-up restaurant called ‘The Picture House’ at the Ice Tank in Soho, London.

Diners are invited to pay for their bill by taking a photo of their food and sharing it on Instagram with the hashtag #BirdsEyeInspirations

birds eye pay by instagram

The campaign is to promote the brand’s new Inspirations range, which will also be promoted through a multi-media campaign including TV, digital, POS and a three month sampling campaign. The Picture House will visit Manchester and Leeds next month.

The pop-up concept follows research by Birds Eye that show 52% of people ‘regularly’ take pictures of their meals and 11% take at least one picture of their food a week.

Read more: The Picture House campaign site

Source: The Drum and Marketing

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Rich started PRexamples.com in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service bloggabase.com. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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