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Smith & Wollensky

The Whole Cow

One of America’s most renowned steakhouses, Smith & Wollensky, challenged us to conceptualise a campaign to supercharge their winter season. A truly special campaign that generated x11 ROI.

  • Digital Marketing

  • Websites

  • Branding & Strategy

  • Games & Tech

  • Photography & Video

  • Design & Animation

“Ignite has the unique ability to understand our business… helping us approach marketing more strategically whilst reaching more and more of our target audience every day”

Kim Lapine, CMO S&W


Return On Investment

One wild night...

Enter “The Whole Cow”, knowingly over the top title. An invitation to a ticketed event that is almost impossible… to consume a whole cow? It’s a head turning phrase, and it did just that… sealing the title as Smith & Wollensky’s most successful campaign to date.

Powerful brand enforcer

Smith & Wollensky’s ideas are born on the ranch, and enjoyed in the big city. It’s a brand built on American success, rooted in American values - a place to indulge, and let go. The Whole Cow, personifies this - it’s witty, in your face, a good time idea - but refined.

The campaign orientated around one night and achieved x11 returns, but it’s true value was in building long term brand stock.

The power of suspense

The campaign orientated around a ticketed event, a 10 course tasting menu. A competition to win a table got over 14k entries, which contributed to a high suspense build up to the release of the tickets.

A website countdown and an integrated marketing strategy involving email, paid search, remarketing, in-store promos and social advertising led to tickets selling out within days. The website achieved a remarkable 22% conversion rate.


Return on investment


Competition entries


Booking conversion rate