TORONTO — Yellow Pages recently shared statistics from a nationwide survey, conducted in partnership with the independent research firm BIP, which focused on consumer habits when it comes to choosing a restaurant.
The research found 47 per cent of Canadians choose where to eat based on what their stomachs desire; 26 per cent go with what the brain suggests; and 19 per cent with the heart. A decision from the heart, for example, means when deciding where to eat, the consumer might choose his or her favourite restaurant — accounting for 52 per cent of Canadians who stated their choice is heavily based on existing favourite eateries. Consequently, Yellow Pages has concluded that Canadians’ emotions, minds and bodies are often at odds when deciding what and where to eat.
In response to its findings, Yellow Pages is launching a new advertising campaign for its mobile application, YP Dine, which is geared towards the restaurant and foodservice industry. The new ad campaign, developed in collaboration with Leo Burnett and Jungle Media, features three animated characters — the heart, the brain and the stomach. Due to their differences in opinion and personality, the trio fail to come to a unanimous decision regarding where to eat, but all agree that YP Dine is the easiest and smartest solution to making that final decision.
“YP Dine helps Canadians discover, find, interact and transact with small businesses,” says Paul Brousseau, vice-president of Brand Communications at Yellow Pages. “YP Dine is designed to house all our dining needs in one easy-to-use app, while delivering a fun and useful experience with top-of-the-line functionalities.”
YP Dine is available for download for both iOS and Android phones and users have access to curated lists, restaurant and food reviews and options for booking a table or ordering in.
A 45-second commercial with the three characters and a 15-second version , starring just the brain, can be viewed on Yellow Pages’ YouTube channel.
