Montana's Facebook Ad
Original
Spec
The original ad is a video that appeared on Facebook for Montana's St-EH-K Celebration - A Canadian Beef event at the restaurant. In terms of messaging, it was fairly straightforward. It was meant to show appetizing shots of Montana's food as someone scrolled through their Facebook feed. It also appealed to Canadian pride.
Unfortunately, the ad was pretty disappointing in a number of ways. The food shots were dull, and often times shot too close up. It also didn't utilize the Facebook window very well, nor did it explain very well what a St-EH-K Celebration was.
For my ad, the text needed to be straight to the point. I wanted a lot more branding for Montana's, so the bottom of the Facebook box simply had their name and slogan. The top of the box explained clearly what the St-EH-K Celebration was, along with the price. For the video, I wanted to open it up with a delicious looking steak being cut into. This is what a person sees first if they're scrolling down, and we want them to stop. It's followed up by a patron enjoying the food, steaks and firecracker shrimp on the barbecue, and then lastly, plated dishes placed on a table. It's short, sweet, and has the Montana's name and a Canadian maple leaf on every frame.