Rustlers needed to address the declining penetration of their core Quarter Pounder product and remind lapsed consumers of the product’s quality and convenience as a lunchtime option. We identified manual workers to be a perfect target audience being more likely to purchase Rustlers and also more likely to have a regular lunch break. From this the creative concept ‘Construction Games’ was born and over our three week campaign we achieved a short term income ROI of £0.66, significantly exceeding industry benchmarks.
Challenge
Suffering from a decline in sales of their core Quarter Pounder, Rustlers wanted to remind lost customers of its quality and convenience as a lunchtime choice.
From our TGI data, Manual Workers were identified to be the perfect target audience as they have a great affinity with the Rustler’s brand, being 67% more likely to purchase and more likely to have a regular lunch break.
A further insight we found, which shaped our overall strategy, was that whilst lunchtime soothed negative emotions during the week, offering a break from their demanding and physical jobs, the opposite was true at weekends with them finding lunch one of the most stressful times of day. Therefore reaching the audience in a positive mind set was crucial in re-prompting positive association with the Quarter Pounder, so we used this information to prioritise and up weight weekday delivery.
Solution
From our research, the creative concept of “Rustlers Construction Games” was born.
We knew radio and tabloid press play a strong role in the day of a manual worker with the radio playing throughout the day and press alleviating boredom at lunch. Consequently, we ran airtime advertising on Radio X, TalkSport and Absolute and ran high-impact display ads within the sports’ sections of The Sun, Daily Star and Metro. By also serving the Construction Game videos through both paid social and programmatic video we were able to take advantage of granular targeting capabilities to ensure reach among our audience. All four media channels worked together to reach manual workers at different stages of their day and build high frequency to drive familiarity.
Results
Our campaign translated into great sales results; over the three week campaign period we achieved a short term income ROI of £0.66. Based on Ebiquity FMCG ROI norms and a brand of Rustlers scale (beef burgers equate to roughly 50m of total sales) we would have expected an income ROI between £0.15 and £0.50 meaning our activity significantly surpassed industry benchmarks.
