2021 Winner

The relentless pandemic-induced lockdowns took a major toll on businesses in Toronto in 2020. Restaurant brand Good Fortune needed a way to boost delivery sales, and simply put, stay alive. OneMethod landed on an insight: for the first time ever, millions of people were working from home and having to expense new home office items. That insight led to an idea: create a way for people to “expense their eats” by doctoring their receipts – or “RECEATS.”

Good Fortune renamed its entire menu as office supplies so that people could expense food for work. For instance, burgers became Basic Steel Staplers and chicken sandwiches became Dry Erase Whiteboards. After disguising the food, the agency rejigged the receipt printing process to include the “office items,” as well as the name of a fictional supply store – GF Office Supply Co.

“RECEATS” quickly blew up, with over 300 articles written about the menu change in 16 countries, accounting for an estimated 520 million media impressions. The campaign also stirred an endless thread of ethical debates on social media. Most importantly, it drove a 34% increase in sales, keeping Good Fortune alive.

Credits

Chief Creative Officer: Amin Todai
Creative Director: Max Sawka
Writer: Sophia Wilby
Writer: Nate Houseley
Art Director: Cameron Fliegel
Designer: Dylan Belyk-Seymoure
Business Lead: Patricia Tay
Project Manager: Katie Muekusch
Social Media Director: Kristina Kosa
Social Media Supervisor: Rebecca Milner
Founder, Good Fortune: Andrew Richmond
COO, Good Fortune: Jon Purdy
Social Media Coordinator: Ashley Tokaruk