Cheeky recommended a conversion-led approach from awareness to sales and identified key barriers to overcome.
TGI audience and media consumption data identified OOH and Digital as key touchpoints for the Gen Z and Millennial foodie audience. The media strategy identified key roles for channels and looked at how they dovetailed together to drive sales.
The campaign had to work within the media regulation parameters for UK HFSS foods. The Outernet at Tottenham Court Road, London is uniquely positioned to fall outside of the HFSS rules as it’s built on private land. The Outernet created stand out and talkability across two large format HD digital screens in central London.
Chiu Chow Chilli Oil was a category first advertiser in this space. Bus Supersides drove frequency within proximity to purchase. Consideration was driven within the digital channels, tapping into both behavioural and contextually relevant spaces and times of day across large screen and mobile devices. Social increased product searchability and linked to purchase.