During April Fool’s Day on 1 April 2019, There was a free upsize F&B campaign at Yole Singapore. This restaurant marketing strategy was aimed at promoting the brand’s full sized creations such as the Ibiza, while also driving some revenue, and creating a good call to action for new-to-business customers to experience the brand.
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During this F&B campaign, Yole ran the promotion via four outlets. These outlets are located at Bugis, Bedok, Jurong, and Woodlands. One of the key facets of this restaurant marketing strategy was the inclusion of an F&B partner to support the campaign. In this case, it was a fresh fruits supplier, who was able to provide some level of F&B ingredient sponsorship to support the campaign. The inclusion of such F&B ingredient sponsorship was a result of solicited engagement with various F&B suppliers.
Another important element of the campaign was video production for the publicity video. The campaign video produced was meant to be short and direct for effective communication to the consumer, while leveraging on Yole’s corporate theme of teal and white to bring about brand recall. The video also features a catchy soundtrack, and psychedelic effects, which is meant to appeal to a younger audience. The video is also graphic driven rather than footage driven, with emphasis on a fun and casual vibe. This would be in line with Yole’s target audience as a whole.
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This restaurant marketing strategy also employed a digital strategy featuring the use of e-vouchers as a campaign redemption mechanism, and could be accessed via a messenger chatbot.
Through the messenger chatbot, Yole is able to reach out to a different group of users as compared to traditional Facebook users. Through Messenger, the advert placement is also different, in the way that it is active, and pushed to the user, while traditional ads on the Facebook feed is passive, and relies on the user to stop scrolling and click in. On top and above of this, traditional Facebook posts with ad placements via Instagram were also employed.
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If you are thinking of running your own F&B marketing campaign, and like how this restaurant marketing strategy works. Click here to find out more about soliciting F&B sponsorship through stakeholders, creating your own campaign video, and how a F&B marketing consultancy can help you manage this entire process.
OCM was started in 2007, focusing first on coffee machines, then marketing for coffee and food and beverage companies. Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
OCM has also created many marketing workshops and classes for the F&B industry. Many of the modules are running in the Singapore Skillsfuture Classes in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes.
For the readers (coffee lovers), we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).
To connect with coffee and F&B practitioners, join our growing F&B group on Linkedin (20 000 and growing).
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