Miller & Carter: elevating the gifting experience
SWC's strategic campaign to position Miller & Carter as the ultimate destination for premium gift experiences.
The challenge
Miller & Carter is a premium steakhouse chain and one of the brands within the Mitchells & Butlers hospitality company.
Miller & Carter needed to expand beyond traditional dining reservations and establish itself as a go-to destination for memorable gift experiences, particularly during key gifting seasons. The challenge was to communicate the value proposition of experiential gifting over traditional material gifts.
Expand beyond traditional dining reservations
Establish as a destination for memorable gift experiences
Communicate the value of experiential gifting
Our solution
SWC developed an integrated 'Gift an Experience' campaign highlighting Miller & Carter's premium dining experiences as perfect gifts. The multi-channel approach included targeted social media campaigns, email marketing sequences, and in-restaurant promotional materials. Emphasis was placed on emotional storytelling around shared moments and memorable experiences. Gift card packaging and presentation materials were created to elevate the gifting experience itself.
Integrated 'Gift an Experience' campaign
Targeted social media and email marketing
Emotional storytelling and premium gift card packaging
The results
The campaign resulted in a 45% increase in gift card sales during the campaign period, expanded the customer base to include gift purchasers who became repeat diners, and strengthened Miller & Carter's brand positioning as a premium experience provider.
What Our Client says
"SWC transformed our approach to gift marketing. They helped us see beyond transactions to create emotional connections that drive lasting customer relationships."