EatClub, the restaurant deals app that helps Australians save and dine out more often while discovering great restaurants, has unveiled its first major brand campaign. Developed by independent creative agency It’s Friday, the campaign introduces a new brand platform, “Dining Out. Done Smart.”
The campaign marks the first large-scale brand investment in EatClub’s history and signals a new chapter for the Australian-founded business as it expands across Australia and the UK. It is also the first EatClub piece of work from It’s Friday.
Built around the insight that even the best restaurants have quiet moments, and that Australians want to dine out more than they currently do, the campaign positions EatClub as the smarter way to discover venues, unlock exclusive offers of up to 50% off food and drinks, earn rewards and get more from every occasion. Co-founded with three-star Michelin chef Marco Pierre White, EatClub has built a passionate community on both sides of the table, with Australian diners saving $100 million a year, and local hospitality generating more than $400 million in additional revenue by turning quieter periods into busy ones.
The campaign launches with a hero film centred on a charismatic diner who moves effortlessly through a series of bustling restaurants and bars, opening doors into new dining experiences as she goes. Confident, curious and always one step ahead, she embodies the campaign’s central idea: that the smartest diners don’t compromise on experience, they simply know how to get more from it. The film culminates with EatClub’s new brand platform, “Dining Out. Done Smart.”
Louis Esther, Chief Marketing Officer at EatClub, said the campaign marks an inflection point for the brand and an invitation for more Australians to experience it firsthand.
“Depending on who you talk to, EatClub is either Australia’s best or worst kept dining secret. But trying is believing, and once you have, there’s no going back.
What makes it work is that both sides genuinely love it. Diners discover venues they’d never have tried, save on food and drinks, and the whole experience is completely discreet. Restaurants turn quiet periods into busy ones. That kind of win-win is rare, and this campaign is our moment to share it with the Australians who haven’t found us yet.”
Pete Bosilkovski, CEO It’s Friday, said the work was inspired by a simple cultural truth.
“EatClub is one of Australia’s best-kept secrets. It’s built a passionate community of diners and hospitality venues, but most Australians still don’t know it exists.
The opportunity was to introduce people to a smarter way to dine out. One that helps them discover great venues, enjoy more experiences and get more value from every occasion. ‘Dining Out. Done Smart.’ captures that idea in a simple and memorable way. It’s a platform built around helping Australians make the most of one of the things they love doing most: eating out.”
Launching across television, streaming, outdoor, digital, audio, social and cinema, it introduces a fresh, confident brand world that reflects the modern dining experience and the role EatClub plays within it.
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