INTEGRATED CAMPAIGN CASE STUDY:
The Green Party: Two tons of guacamole
For quick serve Mexican food restaurants, increased transactions are always the ultimate goal. We set out to create a campaign that would put a spin on Election Day in a way that would break through the clutter, raise eyebrows and increase sales.
We found that the positioning we strategically developed for the brand, one that is quirky, fun and unexpected, would be the right avenue for the creative, especially during a very crowded marketing period.
If we were to leverage Election Day in a campaign, and give customers an incentive to visit the restaurant, then we would increase both sales and transactions.
We created a fully integrated “Guac the Vote” campaign which encouraged
customers to come in and get a free serving of guacamole and chips on Election Day. We created awareness through Outdoor, Online, Social, Public Relations and In-Store POP.
The real winner was our client, reporting a 9.5% lift in sales as well as an 18% increase in transactions— the largest number transactions in a single day. Consider the vote “guaced”.