Côte Restaurant Says ‘Bon Appétit’ with First Ever TV Campaign

French-inspired restaurant Côte have launched their first ever cinema and TV campaign with the spot ‘Sacré’ in collaboration with Black & White Projects, Mrs Baxter and BITE Collective. 

The 30” film promotes the much-loved restaurant brand by suggesting "It's not what you eat, it’s how you eat and who you eat with”. There's something special about French dining culture. Special, and hard to define. The 'Convivialité' positioning is that definition: the intersection of food, drink, camaraderie and atmosphere. 

In the film, we follow stories of friends, families and lovers during a typical evening at Côte - enjoying the ambience, fantastic food and just being together.

We are presented with beautifully shot, mouth-watering imagery of some of Côte’s signature dishes including côte de bœuf, haricot vert, frites et magnifique Beaujolais whilst we witness subtle glances, hungry looks and warm laughter as a stolen chip is bitten in half.

As French cuisine, and France in general, enjoys a new moment in the sun - with the Rugby World Cup and Olympics happening this year - it's a perfect time for Côte to make their advertising debut. 

The Côte brand was founded 17 years ago. This new advertising and brand design sets it up for a new chapter to be enjoyed by audiences old and new. 

The campaign was created and developed by Black & White Projects with production agency Mrs Baxter, directed by Niall Downing. 

Director Niall Downing BITE Collective says, ‘It was a great script, allowing for a really fun, creative approach. The central brief was to create something cinematic, which I felt was best answered by creating stories to draw the viewer in. I gave each group of actors a backstory from which they could improvise. It was a rare pleasure to work with a cast in such a free way, and we were spoiled for choice in the edit’. 

Sarah Marcon, executive producer, Mrs Baxter says, "The minute I saw the script I knew we'd need a director who could not just make the food look utterly delicious but also capture the atmosphere and that all-important ambience and 'convivialité'. Niall has done a fantastic job, more than delivering on both. We are all thrilled with the final results.” 

The film is airing on 19th April in both cinemas, VOD and Sky along with digital work and radio also part of the overall campaign.