Psychological Insight
Lean into a defined target persona that seek authentic dining experiences, regional flavors and local cuisine specialties that leave them thinking - "Now THIS is for ME!"
Foodies Rejoice and Join Us in Alabama
Brand Strategy
To support the ATD’s annual 100 Dishes to Eat in Alabama promotion and motivate exploration of Alabama’s unique food-experiences on our website we created an integrated campaign platform that playfully imagined the impact Alabama’s irresistible food would have on a competitive speed-eating contest.
Creative Idea
"To support the ATD’s annual 100 Dishes to Eat in Alabama promotion and motivate exploration of Alabama’s unique food-experiences on our website we created an integrated campaign platform that playfully imagined the impact Alabama’s irresistible food would have on a competitive speed-eating contest.
The “Alabama Food Contest” campaign platform utilized a variety of media channels to portray elements of a fictionalized speed eating contest brought to slow, savoring halt due to the tantalizing flavor of Alabama’s food. Brief overviews of the tactics follow:
TV/ Social Media Video Content: The “Alabama Food Contest” was brought to life through a :30 television spot, and a video series. Video segments included: colorful pre-contest portrayals of the speed-eating contestants, the up-ended contest experience and post-contest interviews with the speed-eaters who were flummoxed by Alabama’s too-good-to-eat-fast delights.
Local Market Media: We coordinated our campaign to coincide and playfully disrupt the food week activities occurring in nine markets (Charleston, Chicago, Kansas City, Los Angeles, NYC, Nashville, Washington D.C., St. Louis and Charlotte). Print ads, out-of-home and in-theatre units highlighted various competitive food eaters savoring Alabama’s irresistible food"
Market Results
The “100 Dishes To Eat in Alabama/Food Contest Promotion” was an integrated promotional campaign for the ATD targeting a niche audience of food enthusiasts. The promotion utilized an array of media channels and successfully drove website visits to Alabama’s food experience page (+47%) and generated exceptional social media engagement (+240%).
Video
OUT-OF-HOME
