Serving the right message when and where people are hungry for it.
CORNER BAKERY CAFE
Corner Bakery had been a longtime player in the Chicago fast-casual dining scene, but compared to neighboring concepts like Panera, Jason’s Deli, and Chipotle, the chain was beginning to fall by the wayside in consumers' minds, resulting in a steady decline in soft sales.
Corner Bakery needed to reestablish its relevance in Chicago and remind consumers of the delicious meals it offers at any time of day to drive traffic to its stores in this urban market.
BRIEF
• Creative Strategy
• Out-Of-Home
• Integrated Campaign
• Experiential
• Digital Media
• Social Media
WORK
The Right Message at the Right Time
Our research indicated that time of day was an important driver for consumers as it directly correlates to “what you are hungry for” and “when you are hungry for it.” With this insight in mind, our creative, media, and programming teams put their heads together to craft a solution that served up appetite appeal and drove transactions.
We day-parted creative featuring different menu items served at relevant times of day (breakfast, lunch, and dinner) for both online and out-of-home platforms. Our digital units pulled the current time into the ad itself, automatically triggering the correct copy and image. And, our out-of-home units consisted of RSS-feed billboards with commuter-specific messages installed on rail platforms along major transit routes.
Out of the Box Outdoor
Our mission to lift sales and transactions in urban locations was faced with a small problem: We needed more buzz, but wallscapes in the right spaces were cost-prohibitive and/or sold out. So, we invented our own media inventory that we affectionately called “Mama Duck and the Baby Ducklings.” It was an eye-catching unit made up of a wrapped mobile billboard truck followed by Segways pulling mini billboards. Our units caravanned through the market on a route that crisscrossed competitor locations, and allowed Segway drivers to hand out coupons.
Hot Sales.
CORNER BAKERY CAFE
The campaign exceeded same-store sales in the Chicago and Washington D.C. markets and urban walk-in transactions were up 12%. The coffee sampling was also a hit on social media and local radio stations even talked about it during the busy morning commute.
RESULTS
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