merit
You can’t get much for $1 these days. Especially with inflation. A dollar can’t buy you a soda at the vending machine, it certainly can’t buy you a coffee, and is scoffed at by 9-year-olds waiting on the tooth fairy.
Until now...
With EveryPlate, one single dollar is worth something amazing. We took a simple deal and made it a culturally relevant message for the value-based brand.
A Dollar is Worth Something Again.
EveryPlate is a DTC performance marketing based company, so developing brand-based content is something new to them. The brief was to us was "Our $1 Steak deal is a really good deal, how can we promote it in a way that entertains and makes people remember who we are?"
Challenges:
• EveryPlate is the low-cost provider arm of HelloFresh and people don't know who they are - low awareness
• Their customers are price driven and will jump from offer to offer regardless of the brand
• Very small production budget
Objectives:
• Drive Q1 sales via CTV
• Build brand recognition & affinity
• Entertain
This was their first foray into CTV and given the tight budget, we developed a :30 & :15 cutdown
The creative idea:
You can’t get much for $1 these days. Especially with inflation. A dollar can’t buy you a soda at the vending machine, it certainly can’t buy you a coffee, and is scoffed at by 9-year-olds waiting on the tooth fairy.
Until now...
With EveryPlate, one single dollar is worth something amazing. We took a simple deal and made it a culturally relevant message for the value-based brand.
A Dollar is Worth Something Again.
Resultls were that the markets that the spot ran in increased sales vs comparable markets where the spot did not run. They also saw increased results through their standard performance marketing campaigns within the CTV markets.
