LUNCH IS ON US by Wunderman Chicago for Digiorno

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LUNCH IS ON US

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency Wunderman Chicago
Creative Director Alyssa Griesch
Account Supervisor Lindsey Gerba
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: KRAFT
Product/Service: FLAT BREAD MELTS
Agency: WUNDERMAN
Date of First Appearance: Nov 5 2009 12:00AM
Entrant Company: WUNDERMAN, Chicago, USA
Senior Vice President / Group Account Director: Linden White (Wunderman)
Senior Vice President / Group Creative Director: Jim Eby (Wunderman)
Senior Vice President / Group Account Director: Jim Rappel (Wunderman)
Creative Director: Alyssa Griesch (Wunderman)
Account Supervisor: Lindsey Gerba (Wunderman)
Account Director: Nicole Bowlin (Wunderman)
Senior Account Exectuve: Cassie Ozark (Wunderman)
Studio Project Manager: Chris Caposey (Wunderman)
Director Promotion Management: Elaine Toscano (Wunderman)
Senior Account Executive: Traci Truesdale (Wunderman)
People Dept. Coordinator: Angela Wascher (Wunderman)
Senior Production Manager: Jennifer Searle (Wunderman)
Digital Director & Project Management: Kathy Dzielak (Wunderman)
Media placement: Print - 3 Inserts (full page ad, front cover, post-it ad) - Newspaper/Red Eye - 05/18/2009
Media placement: Print - 4 Editorial Print Placements - Editorial Print Placements - 05/18/2009
Media placement: TV - 3 Local News Features - Local News Segments - 05/18/2009
Media placement: Branding - Rickshaws - 05/18/2009
Media placement: Social Media - 217 Tweets - 05/18/2009
Media placement: Print - Elevator Ads - 05/11/2009

Describe the objective of the promotion.
The objective of the DiGiorno "Lunch Is On Us" campaign was to infiltrate cold, boring lunch moments with the news that consumers could get a fresh baked hot and tasty new DiGiorno Flatbread melt without having to go out. The event created a buzz, while effectively communicating and showcasing the product to drive awareness. This was accomplished by creating a multi-faceted sampling strategy which consisted of targeted sampling events as well as a large consumer sampling event in downtown Chicago.

Describe how the promotion developed from concept to implementation
Our strategy was to take the product to the target audience in a unique and fun way to ensure we stood out from all the other cold sandwich options in Chicago. For the first phase, we selected over 200 companies in the downtown area and offered to serve a free lunch. Our customised preparation truck allowed us to deliver hot, fresh, full-size samples right at lunchtime. For the second phase, we hosted an outdoor sampling event in a marquee Chicago location where both office workers and tourists could be found during lucnhtime.

Describe the success of the promotion with both client and consumer including some quantifiable results
"Lunch Is On Us in the Office" - 1,106 total lunches served (Chicken Parmesan Flatbread Melt) - 1,200 coupons distributed - 202 companies received outreach email - 62 companies RSVP'd (31% response rate) - 18 companies were selected/served (ranging from 10 to 116 employees) "Lunch Is On Us Chicago" - 2,400 total lunches served - 2,500 coupons distributed - 167 sweepstakes entries Online - 40 chicago placements - 256 blog posts Print - 3 print placements - 4 Chicago print placements TV - 3 TV segments Social Media - 217 consumer tweets about Flatbread Melts

Explain why the method of promotion was most relevant to the product or service
A free lunch is a treat for anyone, but a free lunch in the office that included a branded environment, product trays, and coupon handouts really enhanced the experience. The outdoor event featured elements directing consumers to the sampling site. Executions included: rickshaw rides, product sleeves to hold the product; benches made to resemble flatbread melts; a large branded footprint; sweepstakes awarding a company-wide lunch, and “lunch police” (improvisation actors). Both events were supported by the 24' trailer, multimedia ads and social media. This two-pronged campaign ensured interaction with DiGiorno’s target while also creating buzz around the city.