DB Breweries. The Running Bull Bar & Grill House, Christchurch.
DB gave us the name 'The Running Bull' and asked us to develop a new bar concept that would help solve a problem on arguably their most challenging site where three previous bars had all failed spectacularly on the Riccarton roundabout in Christchurch.
The previous bar on the site, 'Soho' had a very slick positioning around premium imported beers which was at odds with its catchment. There was an opportunity to create a bar that had a far more local, mainstream appeal with a family-friendly environment and was famous for its unique experiences.
Based on a very informal, mainstream offer of a 'Southwest grill' with a distinctly Cantabrian twist, we created The Running Bull brand around a fictional local farmer 'Billy Grundy' and the bull he had reared as a boy. The story plays on Billy's colour-blindness and the red comfort blanket he had as a child which he continues to carry around throughout his adult life. With many scrapes along the way, the tale is brought to a fateful conclusion when Billy (burning gorse in an old cattle stop) is charged by the bull who catches his hooves in the grid and the world's first BBQ was born (or so we claim).
New Zealand's biggest BBQ the 'Cattle Stop' is in development and will be sure to put The Running Bull into the Lonely Planet guide as a 'must do' in Christchurch.
DB's objectives for the project were to minimise losses on a site they were locked into, they hadn't expected that The Running Bull would become Christchurch's second busiest bar with takings up by at least 30%. No Bull.