News Cafe: Campaign Strategy and Implementation

the what

JAW Design was commissioned to develop a dynamic concept for the renowned News Cafe, a vibrant restaurant and bar chain celebrated for its eclectic menu, signature cocktails, and lively atmosphere. As a social hotspot, News Cafe needed a fresh, engaging strategy to amplify its brand presence in Johannesburg. Our goal was to increase brand awareness across the city, attracting both regular patrons and new customers. We aimed to create a compelling campaign that highlighted News Cafe’s unique offerings and enhanced its appeal, ultimately driving more foot traffic to their locations.

the how

We developed a campaign concept around the phrase “Be You,” a powerful call to action encouraging self-celebration. This message invited customers to come as they are to News Cafe. The concept was cleverly utilized across various platforms and mediums, including billboards, website banners, digital marketing, in-restaurant promotional items like napkin sleeves, waiter buttons, flyers, and table talkers. This cohesive approach ensured the message was consistently reinforced, creating a strong, unified brand presence that resonated with the target audience.

What we delivered:

  • Campaign Strategy
  • Concept and Ideation
  • Messaging development
  • Billboards
  • Website Banners
  • Digital Marketing Materials
  • Napkin Sleeves
  • Waiter Buttons
  • Flyers
  • Table Talkers
  • Coordinated rollout and project management
Play Video

Check out drone footage of the billboards we created

Where creativity
meets purpose

I started JAW in 2010 as my main ‘before I’m 30’ goal. The vision was to create a design agency that wasn’t ‘cool.’ Where you don’t wear sunglasses indoors, hobnob with pretentious crowds or only take on CSI projects to win awards instead of actually making a difference! A place where slippers and a sense of humour are a must, happy hearts fill the space, and design is seen as a tool for change.

– Jeni-Anne Weitz, JAW herself.