46 bookings at just £12.33 each.
For its 41st anniversary, Babur launched Babur, In Bloom, a menu built around its neighbour the Horniman Museum and Gardens, marking its own 125th year. Two long-standing South London institutions, one collaboration: botanicals and ingredients from the Horniman's gardens, reimagined through Babur's Indian cooking.
- Sector
- Restaurant
- Channel
- Paid social (Meta)
- Offer
- Babur, In Bloom anniversary menu
- Window
- 31 days
The numbers.
Challenge.
Driving bookings for Babur's landmark anniversary menu through story-led paid social, rather than a standard discount-driven promotion.
Strategy.
- 01
Build the Meta campaign around the Horniman collaboration story, not an offer.
- 02
Lead with heritage: two South London institutions, one anniversary menu.
- 03
Test creative broadly, then sharpen toward whatever converted into reservations.
Execution.
- 01
Heritage-led static creative built around the Babur, In Bloom story.
- 02
Broad creative testing, continually optimised against booking actions.
- 03
Local South London targeting focused on diners likely to reserve.
What it meant.
A local story, paired with disciplined creative testing, turned an anniversary into measurable demand: an estimated 98 covers and roughly £2,438 in revenue from £567 spent.
More work.
256 bookings from a single spring-menu email.
11.5M impressions across Scandinavia.
