Ocean Basket Lunch Box

In 2023, Ocean Basket set out to solve a key business challenge: the perception that their restaurants weren’t suited to quick, affordable lunchtime dining. The insight? While customers loved the brand, it wasn’t top of mind during the lunch rush.

To shift this, Ocean Basket launched a new menu item, the Lunch Box, a mix-and-match meal solution tailored to a wide range of tastes and budgets. Circle was tasked with building a campaign that would introduce this new offering and drive lunchtime foot traffic.

To make it clear that this wasn’t just another menu item, but a hunger solution, we built the campaign around the idea of “The Lunch Box for all.” This inclusive platform was brought to life through playful copy lines that spoke directly to real lunchtime behaviours. We targeted customers with phrases such as “For the ‘I forgot my lunch’ people” and “For the ‘I want a bit of everything’ people”. Communication was finished off with a memorable tagline: “Pick your price, pick your lunch.”

The tone was friendly and practical, reassuring customers that whatever their appetite, preference, or budget, Ocean Basket had them covered. To support this message, we leaned into mouthwatering photography that showcased the Lunch Box’s variety, freshness, and value. The creative combined this with Ocean Basket’s familiar iconography and an upbeat, energetic soundtrack, helping the campaign stand out in-store and across digital platforms.

The campaign proved that Ocean Basket could be more than just a leisurely seafood destination, it could also be a go-to for quick, crave-worthy lunches. It not only helped shift perceptions but showed that the brand was willing to meet customers where they are: hungry, busy and ready for a lunch that delivers.