‘What’s for Dinner? Delivered by Us, Made by You’
Thomas Farms Kitchen launch into Melbourne
We were appointed to develop a campaign to launch Thomas Farms Kitchen into the Victorian market.
Date of commencement and period of association:
May 2017 – 2019
Brand launch in Victorian market.
Challenging task as a South Australian brand to enter the already crowded market place with a limited budget and key competitors including HelloFresh and Marley Spoon.
Key benefit – Answer the question “What’s for dinner?”
Support line “Delivered by us, Made by you”
Differentiate from competitors.
Give the business a personable feeling by featuring the owner, Darren Thomas and the Thomas family as part of the campaign, shot on location at the family farm in the Adelaide Hills.
Campaign execution throughout Melbourne included: Outdoor (large scale billboards in key locations, office and café screens)
- Television (Foxtel & Free to Air)
- Key targeted letterbox distributions
- Targeted social and digital advertising using integrated competitor data, current customer data and distribution mapping including programmatic video, display and retargeting.
We achieved a level of awareness that resulted in record website visitations and sales.
We reached over 1 million people during the campaign, driving over 30,000 leads to the website
In the first day of the campaign, the site received a 255% increase in site visits.
Impressive results, given the competitive nature of this category and that our share of voice in the Victorian market was only 4%, proving that the right creative and strategy really cuts through.
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