White Spot restaurants Birthday Marketing Campaign

Happy 90th Birthday, White Spot!

Part of our collective memory

The year is 1928, hotdogs are a dime and ice creams a nickel. Life is good but the food is even better, and Vancouverites are lining up at Nat Bailey’s Model T to grab a bite. Bailey had built a travelling lunch counter attached to his car and was serving hungry people at Stanley Park’s Prospect Point. And just like that, White Spot was born.

That same year Nat Bailey opened the flagship White Spot drive-in and dining room at Granville and 67th Ave. By 1955, the chain was serving 10,000 cars a day and 110,000 customers a week. Ever since they have been creating countless memories for their customers across B.C.

White Spot has its own special place in my family’s memories, too.

My grandparents met when they were 18 years old, at the Granville and 67th Ave White Spot drive-in in 1958. Sitting in cars side-by-side, my grandfather saw my grandmother through his window and knew he couldn’t leave without meeting her. Through some incredibly nervous stroke of luck (and many different attempts), he managed to convince her to give him her number. She wrote it on the flap of a matchbook and the rest is history. They’ve weathered through 60 years of marriage, raised four kids, eight grandchildren, and have six great-grandchildren (so far). And every anniversary, they still go to White Spot.

Bringing that old feeling back

All of us at AntiSocial have fond memories or just a warm, nostalgic feeling when we think of their burgers, fries, and shakes. It’s a big part of why we love working with White Spot and still enjoy going there today. And yes, all the food photos we take remind us that there’s a location a few blocks from our office (maybe reminds us a bit too often). For White Spot’s milestone 90th birthday, we were tasked with celebrating and documenting it on social media. White Spot created lovely vintage illustrations, with our motion graphic designer animating it into a 90-second video. It rolls through the years, noting key moments in White Spot’s history. The video is also broken down into vignettes, perfect for sharing each moment as an individual Instagram post. Each one is a reminder of the good summers of the past and the great summer we’ll have this year in B.C.

“Creating a video clip specific to this era had a whimsical element. I liked matching form to content through this medium. Working with something with a solid identity gives you the freedom to work within the culture that defines that identity. This brand is steeped in the idea of having a milkshake and a burger with your best girl, it’s fun and nostalgic, which is represented by the accompanying music, colour scheme, and illustrations.” – Kelsie Butterworth, Graphic Designer

Growing With Us

We used concepts for White Spot that echoed back to the historical story, showcasing something BC can be proud of as a community. Antisocial photographer/videographer Alaina Hase has been shooting our White Spot content and admires their ability to stay true to their classic atmosphere while still celebrating the diversity that makes Canada so Canadian.

“In addition to the staples like Triple O Sauce and classic dishes, White Spot is very progressive. A lot of their menu is diverse; it focuses on international dishes and healthy options. You could say it reflects Canada’s mosaic culture; there is something for everyone there. Through shooting the menu, I came up with different ways to showcase everything, equally.” – Alaina Hase, Photographer

Hase goes on to describe the fun shoot she did showing kids interacting with Pirate Paks. White Spot continues to be traditional (the Paks are still those we know and love from childhood) but modern with a Pirate Pak App that kids can download and play with.

Staying true to the White Spot brand, Hase has chosen to shoot most of the content within actual White Spot locations. “We try to keep it homey and authentic,” Hase states “we don’t make it something it’s not.” She travelled to White Spot locations all over the Greater Vancouver area, noting the atmosphere in each is friendly and family-forward.”

“The last one I was at was in Oakridge Mall. I found out two of the young servers have been working there for ten years, starting in their teens. It was their first job, they had nothing but good things to say about the family aspect. They told me their manager met his wife from working there and they have two kids now. It’s truly a beautiful thing.” – Alaina Hase, Photographer

When she shoots, she captures the duality of the nostalgic memories with modern vibes. This is something that no other restaurant brand in B.C. can do and what makes White Spot such an icon. Through our content and social media, we want everyone, from regulars, people who haven’t been in a while, to younger people who don’t have memories with them (yet) to understand what truly makes White Spot B.C.’s favourite restaurant.

About AntiSocial Solutions

We are AntiSocial Media Solutions: A digital branding and marketing agency that grows companies' online presence across Canada and internationally. our team specialises in creating an authentic connection between clients and their customers through social media, as well as storytelling through affordable social video production.