The ad, created by St Luke’s, sees people debating what makes the perfect roast dinner and their preferences. It shows an OAP graffiti a wall in support of pork and beef supporters scale a wall to unfurl a poster in preference of beef.
The campaign aims to drive the message that people are passionate about roasts and positions Toby Carvery as the solution to the debate as it offers a selection of meat and trimmings at its carvery restaurants.
It will run across TV, radio, press and online including a Facebook group where the choice of roast and the perfect trimmings can be debated.
The radio ads feature the voice of comic actor James Corden who calls for roast dinner fans to come together and be united not divided by their choice of roast.
Simon Cope, director of marketing at Mitchells and Butlers, which owns the chain, says the campaign plays on the idea that people have strong views on roast dinners in a humorous way and “gives people a positive reason to visit Toby and experience the roast freedom of choice”.