BRAND REFRAMING
TOBY CARVERY
BRAND
Toby Carvery
TYPE
Coursework
DATE
2025
MODULE
Behavioural Economics
This project was in response to a brand reframing brief. The challenge? Encouraging roast lovers to visit Toby Carvery during the summer, shifting perceptions while preserving what makes the brand so beloved: its hearty roasts. The plan was to show that steaming roasts aren’t just for winter, but can be enjoyed year-round as a meaningful, feel-good ritual. I led on strategic planning, researching the roast market and seasonal behaviours to shape an approach that bridged insight with action. This enabled me to make informed, effective suggestions for creative executions of our concept. Working on this live brief was a brilliant opportunity to apply theory to a real-world challenge and explore the power of behavioural insights in action.
THE BRIEF
Following the client's live briefing, we were required to to develop a strategic communication plan for Toby Carvery. The proposal should be designed to achieve the (re)framing of the brand itself; and effect a behavioural change that is sustainably beneficial to both the brand and the target audience.
THE CHALLENGE
Encouraging roast lovers to visit Toby Carvery during the summer by showing people that at The Home of Roast, the signature dishes are the perfect option all year round.
OBJECTIVES
- Reframe Toby Carvery is a all-year round family diner restaurant.
​
- Promote Toby Carvery’s exclusive summer menu.
INSIGHT
"I love the tradition and togetherness of roasts, but in summer, they feel too heavy, hot, and out of place for warm-weather dining."
​
(Crafted based on consumer research)
MESSAGE STRATEGY
​Big Idea
Toby Carvery: Your All-Year Dining Destination.
​​
Our outdoor spaces are your perfect ‘catch-up’ spot to share stories, laughs, and British classics, from hearty roasts that warm your winter nights to lighter bites and refreshing drinks for sunny summer days. Relive old memories or make new ones with the tastes you love—because roast doesn’t have to be heavy, it just has to be perfectly made.
Toby Carvery is here to suit your every mood and every season.
​​
Tagline
Any Season, Any Reason, Always Toby.
