The Pancake Parlour serves up a flavourful late night dining campaign via Eldridge Creative

The aroma of freshly made pancakes and a new campaign are in the air. After nearly three years of trading in a restricted capacity post-COVID, iconic Victorian family restaurant chain The Pancake Parlour has made a grand re-entry, unveiling its latest ‘Late Night Dining’ initiative. The Pancake Parlour turned to the adept hands of Eldridge Creative to cook up an integrated campaign to emphasise their 24-hour and late-night dining restaurants.

 

The Pancake Parlour, known for its consistently delivering exceptional dishes in a cozy family setting, is poised to strengthen its presence in the dining sector. The ‘Late Night Dining’ campaign aims to reaffirm The Pancake Parlour’s place in the hearts of Victorians and highlight the comfort, convenience, and deliciousness of dining beyond traditional hours.

Eldridge, a full-service agency formed during COVID by former journalist and Walkley Foundation award winner Marcus Thompson and Logie Award winner Patrick Harvey, focuses on the human-centred narrative, blending traditional media with creative.

The integrated campaign spans online, socials, OOH and radio. The approach is comprehensive, aiming to engage those who prefer to dine out into the wee hours.

Says Thompson: “Working with a legacy brand like The Pancake Parlour has been an absolute joy for us over the last few years.”

Continues Harvey: “Our goal was to showcase The Pancake Parlour’s offering of late-night dining where you can get a freshly made parma or steak at 3 in the morning after a night out or a big stack of pancakes after the footy. We’re catering to the late-night worker, the gym-goer, the late-night revellers, and the international student markets, all presented in The Pancake Parlour’s own unique way.”

Says Steve Babo, the marketing head at The Pancake Parlour: “Eldridge has provided us with a fresh, focused approach for our ‘Late Night Dining’ campaign. Their expertise and dedication, as well as a deep understanding of our brand, have set the stage for a memorable campaign to bring one of our key value propositions to life and become Melburnians’ favourite after-hours destination again.”

The campaign has rolled out with a widespread presence on digital platforms, prominent OOH locations, and radio channels.

Creative Agency – Eldridge
Production – Eldridge
Creative Directors – Patrick Harvey and Marcus Thompson
Producer – Kristin Skye Sargent
Director – Kaiser Tangso
DOP – Simon Davies
Sound Production – Viva Sound
Colourist – Goldie
Hair and Make Up – Samantha Coles
Costume – Laura Brown
Food Stylist – Meryl Batle