Harvester, Mitchells & Butlers' largest restaurant chain, needed to relaunch. The M&B team had significantly improved the menu, focusing on salad and grilled meat and we were tasked to define the brand idea. We explored the true value of Harvester for hard-pressed families – an abundance of natural, simply prepared food, an informal atmosphere and remarkable value. The restaurant serves salad and grill, but the real benefit is that Harvester unlocks the goodness in food and in people. We expressed this as ‘Bring out the best’ and this now informs every part of the operation: the service style, the menu, the advertising and even recruitment.