SAN FRANCISCO CHRONICLE TOP 100 RESTAURANTS

May 2017 - May 2019

Branding | Print Ads | Digital Ads | Mockup Design | Motion Graphics

Overview

For 23 years, San Francisco Chronicle Restaurant Critic Michael Bauer had released his Top 100 Bay Area Restaurants. The annual list highlighted which tables and dishes Bay Area foodies needed to experience next. The list would be made available in a printed guide and online website every Spring. After 2018, Michael Bauer had retired from The San Francisco Chronicle. In 2019, new Chronicle Restaurant Critic, Soleil Ho, and The Chronicle Food Team selected a new list of restaurants the exemplified the Bay Area today. From high end restaurants, the best burritos, the hole-in-the-walls, and the neighborhood joints that are essential to the Bay Area community. During the release of the Top 100 list, a Sweepstakes campaign would select one lucky Bay Area foodie to dine with The Chronicle Restaurant Critic and one of the restaurants listed.

My Role

The printed guide and website were created by The Chronicle Editorial Design Team. Once the print and digital guides were completed, I oversaw the creatives and branding of the Top 100 product of that year. In effort to get consumers to view the full list of restaurants, the marketing plan was focused on obtaining new subscribers, as the content was only available through subscriptions. From print + digital ads, promotional assets for restaurants to promote the program, and eye-catching social video ads; I made sure the creatives left consumers hungry.

Printed Guide

Each year, The Chronicle Editorial Design Team would work with the Photo Journalist Team to help determine the cover. Based on the final approved image, the typography and color swatches would follow. These were the only assets provided to me to start the marketing promotion.

Brand Style Guide

In preparation for creating a variety of assets in different sizes and medium, I would create a Top 100 Brand Style Guide for that year. Based on the cover asset provided, I dissected color swatches and explored different layout options for the brand logo.

Promotional Window Decal

As the list was announced, each of the restaurants acknowledged would receive a Top 100 Package from the Marketing Team. It included 10 copies of the printed guide and a promotional window decal that highlights their recognition in the list. This would help serve as an extra promotion for the restaurant’s diners to explore the online guide.

Newspaper Spadea Wrap Promotion

In the week of the announcement of The Top 100 Restaurants, a Newspaper Spadea Wrap would be printed across all San Francisco Chronicle circulation for that day, promoting The Top 100 Program. The promotion would consist of (3) sides of creatives: Front Flap, Inside Full Page Ad, and Back Page Ad.

Sweepstakes Social Video Ad

Promoting the Sweepstakes campaign, I created a 15-sec and 30-sec Social Video Ads that featured Top 100 Photos and details of the Sweepstakes. The CTA button would lead to the Sweepstakes landing page to sign up. By the end of campaign, over 1,000 entries were submitted.

Promotional Social Media Assets

Each of the Top 100 Restaurants recognized had the opportunity to receive custom Social Media Video Assets to help promote their acknowledgment in the program. In 2018, 10% of the restaurants had reached out to me individually to obtain custom assets. I created a template, where I can easily swap in restaurant names and restaurant images.

2017 Top 100 Restaurants Campaign

2018 Top 100 Restaurants Campaign

2019 Top 100 Restaurants Campaign