Hilton Toronto

Located in the Hilton Toronto hotel, the Tundra Restaurant provides a dining experience that's quintessentially Canadian. From the design to the decor to the menu, Tundra has been conceived to evoke the image, the texture and the taste of Canada. Tundra uses ingredients that are locally sourced from sustainable suppliers and combines them with international influences to create delicate plates of modern Canadian cuisine. Tundra has received good reviews since its multi-million dollar renovation, yet suffers from flat sales numbers due to a lack of visibility and stiff competition in the downtown Toronto core.

The Idea

We identified three main things that stood as Tundra's point of difference and they served as the foundation of the campaign – "Local. Inspired. Canadian." To bring this trifecta to life in the communications, we made the chef the focal point in much of the advertising, showing stunning Canadian landscapes and visuals – the sources of his inspiration – and depicting his passion for sourcing local ingredients. Ads feature play-on-words headlines inspired by the Canadian National Anthem. We also created a set of brand cues that would give Tundra a consistent look across all of its materials, including a wood-textured basebar and earth-toned colour palette, echoing the restaurant's natural decor.


Hilton
Hilton
Hilton