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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Frankie & Benny's incentivises parents to shun mobiles in family friendly PR play

Frankie and Benny's implements mobile ban to underline family time

Italian restaurant chain Frankie and Benny's has caused a media stir with a PR stunt banning mobile devices to encourage families to talk to each other at dinner.

Looking to solidify itself as a family venue in the minds of the public, the brief was to launch a fun PR campaign that raised awareness of the brand and increased dining consideration.

Baiting the initiative was an offer – if a family disposes of its devices upon entering the venue, accompanying kids eat for free. The work also looked to outline the kid activities available on site.

Lewis Davey, PR and creative director of The Tenth Man agency behind the work, said: "It's a bit of a wanky PR term, but the best ideas always begin with a really strong insight and we were confident this one would cause a stir.

"Ironically, the phone hasn't stopped ringing since the story landed. It's a really exciting time for The Tenth Man in London and Dublin, the team is growing, and we're loving bringing our contrarian (sometimes weird) viewpoint to client briefs. We're really proud of this latest one."

It comes after the agency upset the World Cup in the summer with a giant crop sign stunt that read ''fuck Trump' in Russian.

The agency was founded in 2018 by former Paddy Power mischief chief Ken Robertson.

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