OBJECTIVE: In a chain of 250 corporate restaurants, radically improve 4th quarter pie sales, the client’s highest revenue producer during the holiday season.

CHALLENGE:  Cut the waste, change their habits. The long-standing media plan needed a fresh, attention-stealing retail element for the family dining segment  in qualified local markets around the country.

MEDIA:  Take nothing for granted. We studied past media like bean counters, with our eye on the future. We kept the in-place TV, radio and FSI's that were producing results, adding a print pie campaign of odd-sized local newspaper ads in markets with the greatest potential.

RESULTS: 40% increase over comp pie sales projections.