ALL YOU CAN EAT MENU CARD by Leo Burnett Dubai for Sugar Daddy

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ALL YOU CAN EAT MENU CARD

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Industry Baking, Cakes & Desserts
Media Direct marketing
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb
Creative Director Yayati Godbole
Art Director Kapil Bhimekar
Copywriter Jaison Ben
Released January 2011

Awards

Caples Awards 2011
Direct Mail & Print Print collateral, non-mail Finalist

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: SUGAR DADDY
Product/Service: BAKERY
Agency: LEO BURNETT DUBAI
Date of First Appearance: Jan 5 2011
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett)
Creative Director: Yayati Godbole (Leo Burnett)
Art Director: Kapil Bhimekar (Leo Burnett)
Copywriter: Jaison Ben (Leo Burnett)
Communications Manager: Ronald Zouien (Leo Burnett)
Media placement: Menu DM - In store marketing - January 2011

Describe the brief/objective of the direct campaign.
Choose as many cupcakes as you want from the menu for just 10 Jordanian Dinars.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Bite into everything on the menu including the menu card itself.
A chocolate menu card was placed on every table and it sweetly conveyed the core message.
We printed on edible sugar paper using edible ink.
We then used 'sweet cooking adhesive' to stick the menu on to a milk chocolate bar.

Explain why the creative execution was relevant to the product or service.
Whenever you taste a Sugar Daddy cupcake all you want is an all you can eat session.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Most visitors were smitten by the chocolate menu card and usually came back with friends
and family. Cup cakes from the menu card became the highest selling product for Sugar
Daddy's