From families visiting the beach, to elderly people looking daytime coffee, to 18-30s on a night out, we were tasked with resonating with every audience segment in a way that ensured Prego was seen as a “special moment”.
We developed a 360-degree media plan, placing outdoor and digital at its heart. The campaign had to both attract initial footfall but also build the brand story for the longer-term – it was essential that we used media where the brand could come alive in the eyes and ears of its audience.
The digital campaign used individual creatives for each target segment and included; Instagram, Facebook, Google Search, Google Display and Spotify campaigns. This ensured that we were able to cost-effectively achieve broad reach across our target profiles. Each digital campaign included both broad reach and behavioural-based retargeting, allowing increasingly targeted creatives to be placed in front of engaged audiences.
Offline advertising was also crucial to the campaign, with strategically-sited billboards, press adverts and on-site branding achieving broad-reach awareness. This was supported by more storytelling media, including a local door drop to over 15k residents, a radio competition-led campaign, a local business discount scheme, a charity partnership and traditional PR.
Within owned social media we followed a solid strategy of engaging social posts on the client accounts, alongside a comprehensive influencer campaign, using North East foodie, family and Gen Z Instagram influencers.
We loved the fact we could build the brand story from scratch, developing values and brand identity for the client before transforming into creatives for each audience.
We wanted people in the local area to feel that this restaurant belonged to them, so we introduced ourselves and said hi as their neighbours, alongside a 10% discount card. This not only raised awareness but allowed us to appeal to our Bargain Seekers segment without cheapening the brand.
We created opportunities for user-generated content wherever we could. From “statement” instagrammable walls, to branded items such as stirrers, burger flags, edible cocktail toppers and children’s giveaways – offering photographable moments that could be shared on social media.
We also used PR to our advantage, inviting a Sunderland Echo journalist to go “behind the scenes”, which gave us reach in the hundreds of thousands.
We also worked closely with around 50 local influencers across the segments of Out Out, Family and Foodies.
Our radio campaign focused on a competition rather than just airtime, as this gave the opportunity to tell more of a brand story. Each contestant had to answer questions about the menu to win each course, also raising awareness of the offering.
We also partnered with a local charity that hosted an event with over 1,500 local businesses and individuals, giving out specially-tailored discount cards to attendees.
In the first month of opening alone, almost 4,000 people walked through the doors of the venue, with over 10,000 unique users having visited the website and we grew the social accounts to have a combined following of over 2,500 people.
We also built an email database of over 500 invested subscribers within the first 3 months of launch.
Working closely with both the management and front of house teams, we have been able to present an authentic, relevant and attractive brand, that appeals to the target audience and has built a solid platform on which the business can continue to thrive.
Washington Business Centre, Turbine Business Park, SR5 3QY
