The Yelp for Restaurants team spent a long time researching what their audience needed, consolidating their offerings, and preparing for a rebrand. The challenge ahead? Restaurateurs think of Yelp as only selling ads.

We pitched a platform that acknowledged how Yelp for Restaurants has changed in the last few years, inspired by how their customers themselves had to “turn the tables”—especially when faced with a worldwide pandemic.

When everything was stacked against them, these folks met that challenge head on, and Yelp for Restaurants evolved to help along the way.

Nice little write-up from AdWeek

A peek behind the curtain: This campaign didn’t come from one small brief. We spoke with Yelp for Restaurants customers, re-wrote the brief, pitched 5 directions, went through multiple revisions, scoured over 600 restaurants to uncover the 3 stories we featured, and much more. Great campaigns require dedication, trust, and partnership.

For the hero anthem, we told the story of how these incredible independents within the industry had to turn the tables during the pandemic—and that inspired Yelp for Restaurants to do the same.

For the :30s spots, we took the time to share each individual restaurant’s story of turning a challenge into a triumph—as told by the owners themselves. We were so grateful the shared these moments too, especially to take the time to sit in a recording studio, practice speaking, and learn how to voice over from scratch.

To wrap it all up, we developed a custom landing page for folks to learn more about these business owners, Yelp for Restaurants, and the products on offer.