The brand incorporated an effective offer mix of buy-one-get-one (BOGO) coupons to drive traffic and $-Off coupons to influence incremental purchases and increase average check size. To maximize ad budget and achieve the broadest reach, we strategically selected multiple media products.
This large-scale campaign consisted of the Save FSI, Save Direct Mail Wrap, and Inserts distributed to households within a 10-mile radius of the restaurants. This product mix created coverage efficiencies while meeting KPIs and staying within budget.
The combination of an effective and efficient offer and media mix resulted in better-than-expected performance. Consumers were highly engaged and spent more per visit, resulting in an ROI that exceeded pre-COVID campaigns.