The Brief

We were briefed to drive awareness and fame for Asda's new premium meat, poultry and fish range – all available at Asda prices – including their incredible 21-day matured tomahawk steaks.

The Big Idea

A certain London steak restaurant has become a magnet for footballers, reality stars and influencers who all want to be seen eating steak and getting a sprinkling of salt. But, diners have to pay out a fortune if they want a bit of salt-sprinkling theatre with their tomahawk steak supper.

For Asda we did the unexpected to show you can get premium cuts of meat, the star treatment and a theatrical sprinkling of salt, if you so wish, for a fraction of the price.

We opened Steak Bay: officially Britain's most affordable steak restaurant, with un-bay-lievable prices.

The restaurant was activated as a pop-up in London before going on tour as a premium food truck.

The Results

Steak Bay – in both pop-up and van form – was a smash hit with diners, influencers and the press. We managed to bag coverage in LadBible, Mirror, TimeOut and the Grocer, fed more than 200 people Asda's high quality food and reached many millions with news of Asda's premium meat, fish and poultry range.