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

By on Tuesday, May 13, 2014

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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