The Servies
The Project: Showcase that Yelp for Restaurants is actually dedicated to helping restaurants overcome challenges.
Restaurants are wary of Yelp. Which makes it hard for Yelp for Restaurants—a new team that’s all about helping manage the front-of-house—to show its value. However, ads only go so far. Yelp for Restaurants wanted a bold activation showing their commitment goes beyond empty words.
After hours of creative strategizing and research, we found one of the biggest issues restaurants currently face is attrition. They can’t keep staff, and most disgruntled employees say their frustration is due to a lack of recognition. So we set out to honor these workers in a way only Yelp could.
Meet the Servies: The first-ever set of awards specifically dedicated to the front-of-house.
Our team built the program from the ground-up, including the branding, a custom website, and even the official contest rules. We brought together teams from across Yelp to bring it to life.
The results:
7,833 nominations received across all 50 states
17,541 votes cast for our 40 finalists
Over 3 million impressions and a reach of over 1 million.
8 incredible winners