Yes Chef

Square x The Bear

Putting a billboard targeted at restaurant owners on top of a TV set about a restaurant owner is a pretty unique opportunity. Did you get all that? We launched our billboards above Mr. Beef to coincide with the filming of “The Bear”. The show deeply resonates with Square’s target audience and we wanted our Big In Restaurants campaign to seize a cultural moment, to prove that Square gets restaurants in a big way.

It’s a case of: right place, right time, right creative. Like Carmy, we had a vision and wanted to show our respect and admiration for what restaurants do. At our best, a creative team is like a kitchen team - we work in harmony and build on each other’s strengths. We were relentless in seeing this come to life, adding subtle details grounded in the realities of running restaurants such as the green tape (used universally by restaurant staff to label deli and storage containers), authentic language (like chit, IYKYK), and even adding real menu items (from Mr Beef) to the tickets on our kitchen display system.