The Great New Zealand Toastie Take Over - Digital Marketing Activation
About
In 2020, we were tasked by Cook & Nelson with planning, launching and optimizing a digital marketing campaign that promoted The Great New Zealand Toastie Takeover (TGNZTT). Cook & Nelson are purveyors and distributors for artisan food brands such as McClure’s Pickles, Tony’s Chocolonely and Seedlip Non-Alcoholic Spirits.
This annual competition promotes McClure's Pickles using cafes, eateries, bars and restaurants competing for the prize of NZ’s best cheese and pickle toasted sandwich.
The goal of our marketing campaign was to promote the McClures Pickles brand, generate foot traffic to the local competing eateries and increase email sign-ups and online sales for people interested in the McClure’s brand.
Strategy
During the briefing process, we collaborated with the client and an external PR agency to address how digital marketing tools could best be used to achieve the client's goal. Our consultation process identified that Facebook and Instagram were the best platforms to achieve the right amount of brand awareness and engagement.
We introduced using a chatbot as the primary solution for people to use when searching for their nearest toasted sandwich. We created the copy, altered existing assets such as animations to create a cohesive brand experience that achieved their business goals.
We would then run ads to this chatbot flow to audiences that were geo-targeted around each eatery. As both a brand awareness and online sales-driven campaign, we wanted to achieve both goals without sacrificing the other.
Our chatbot solution worked by inviting users to share their location with the messenger flow and it would calculate their nearest competing food vendors, displaying a menu of vendors with their photos. When a vendor was clicked on, they were sent directions on Google Maps.
By sending traffic to a chatbot instead of a website or simply running the campaign for impressions, we were able to direct people to take more meaningful actions with the campaign. From this, we could measure how many people shared their location, which eateries got the most clicks and how many people used their maps application to find their nearest toastie.
(All photos in this case study were provided by the client)
