MAB Creative - Case Study

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01 — MItchells & BUtlers

paid media

social · paid · lead creative

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01 — Project Overview

Working across several of Mitchells & Butlers' leading hospitality brands, including Harvester, Toby Carvery and Stonehouse Pizza & Carvery, I supported the ongoing development of paid social creative throughout the year.

Rather than delivering a single campaigin, the work focused on continuously evolving creative based on performance insights, audience behvaviour and seasonal opportunities. By combining data-driven decision making with strong visual execution, the creative remained relevant, effective and aligned with each brand's unique personality across multiple channels and audiences.

02 — Client, Role & Deliverables

Client

Mitchells & Butlers

Role

Creative Lead & Designer

Deliverables

Paid social content

03 — The BRIEF

How do you keep creative performing year-round?

The challenge was to maintain engagement across ongoing paid media activity while ensuring each brand remained distinct and recognisable. Creative needed to respond to changing performance trends, customer behaviour and campaign objectives without losing consistency across the wider brand ecosystem.

04 — MY CONTRIBUTION

Creativity informed by performance.

I was responsible for developing and delivering a continuous stream of paid social creatives across multiple brands, creating static, motion and video assets designed to support ongoing media activity.

Working closely with performance insights and campaign data, I helped shape creative direction over time, identifying opportunities to refine messaging, visual approaches and content formats based on audience response. This iterative process allowed creative decisions to be informed by real-world performance while maintaining consistency across each brand's identity.

06 — Creative Evolution

Designed to adapt. Built to perform.

Rather than relying on a fixed creative approach, assets were continually reviewed and refined based on campaign performance. Learnings from audience engagement, messaging effectiveness and platform behaviour informed future creative decisions, helping improve performance while keeping content fresh throughout the year.

08 — outcome

Performance-led creative at scale.

By combining creative thinking with ongoing performance insights, the project delivered a flexible and scalable content system capable of supporting multiple hospitality brands throughout the year. The result was a consistent stream of creative that balanced brand expression with measurable campaign objectives.

09 — Supporting Campaign Assets