Rashers DM RUN FOR RASHERS by Ogilvy & Mather Toronto

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RUN FOR RASHERS

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Industry Fast food
Media Direct marketing
Market Canada
Agency Ogilvy & Mather Toronto
Associate Creative Director Greg Shortall
Art Director Pedro Ramos, Brian Ross
Copywriter Noah Feferman, Marc Levesque, Phil Coulter
Released March 2013

Credits & Description

Advertiser: RASHERS
Agency: OGILVY & MATHER
Category: Mobile Marketing
Advertising campaign: RUN FOR RASHERS
Chief Creative Officer: Ian MacKellar (Ogilvy & Mather)
Group Creative Director: Jamie Marcovitch (Ogilvy/Mather)
Chief Creative Officer: Matt Hassell (Ogilvy One)
Art Director: Pedro Ramos (Ogilvy/Mather)
Group Creative Director: Todd Cornelius (Ogilvy/Mather)
Art Director: Brian Ross (Ogilvy/Mather)
Associate Creative Director: Greg Shortall (Ogilvy/Mather)
Co-Owner: John Clark (Rashers)
Copywriter: Marc Levesque (Ogilvy/Mather)
Copywriter: Phil Coulter (Ogilvy/Mather)
Co-Owner: Richard Mulley (Rashers)
Copywriter: Noah Feferman (Ogilvy/Mather)

Outcome
The Run For Rashers campaign created major buzz in the press. There was local coverage in newspapers like the Grid, national coverage in the Toronto Star, Toronto Life, Media In Canada and global coverage in Business Insider Australia, Grub Street, The Braiser and New York Magazine. The campaign is still underway but to date Run For Rashers has received 12.8 million earned impressions - creating huge buzz for a small local bacon sandwich shop. And as the weather warms, we're seeing more and more runners finishing their run at Rashers.

Implementation
A series of posters, Facebook posts and tweets all delivered our singular call to action: 1) Run the shape of a pig with your favourite running mobile application, 2) Bring it in and show us and 3) Receive a discount on a bacon sandwich. The goal was to drive runners in the door by generating word-of-mouth around a quirky and fun idea that rewards existing behaviour and to encourage people to share the pig-shaped maps within their social networks and existing mobile applications.

Execution
Runners love a challenge and they love to reward themselves with food afterwards. By creating the world's first exercise based mobile food coupon, we did both. First you run the shape of a pig with a mobile application, bring it in and show us and then you receive a discount on a bacon sandwich. But Rashers is small neighbourhood restaurant with no budget for things like mobile apps. So, we had to improvise. We got runners to utilize already existing running apps like Nike+ and Strava and we subversively inserted our brand into them.

Client Brief Or Objective
Rashers, North America's only bacon sandwich shop is located in Toronto's hip Leslieville neighbourhood. Dozens of runners kept running by the restaurant, burning hundreds of calories. We wanted to get these hungry new customers to take notice of Rashers and come in for a bacon sandwich. And we needed to do it in a way that would resonate not only with neighbourhood runners, but with bacon lovers as well.