Cook & Nelson are purveyors and distributors of artisan food brands such as McClure’s Pickles, Tony’s Chocolonely and Seedlip Non-Alcoholic Spirits. In 2021 we were tasked by Cook & Nelson with planning, launching and optimising a digital marketing campaign that promoted The Great New Zealand Toastie Takeover (TGNZTT). This annual competition promotes McClure's Pickles by leveraging the fierce and proud involvement of cafes, eateries, bars and restaurants who all compete for the crown of making NZ’s best cheese and pickle toasted sandwich! The goal of our marketing campaign was to promote the McClure's Pickles brand, generate foot traffic to the local competing eateries, increase email sign-ups and generate online sales for people interested in getting their own slice of the McClure’s brand.
During the briefing process, we collaborated with the client and an external PR agency to address how digital marketing tools could best be used to achieve the client's goals. Our consultation process identified that Facebook and Instagram were the best platforms to achieve the right amount of brand awareness and engagement. We built a chatbot as the primary mechanism for people to use when searching for their nearest toasted sandwich. We created the copy, altered existing creative assets (such as animations) to create a cohesive brand experience that achieved their business goals.
With this being simultaneously a brand awareness and online sales conversion campaign, we needed to achieve both goals without sacrificing the other. To do this we ran ads directing audiences to our chatbot flow that were specifically geotargeted around each participating eatery. Our chatbot solution worked by inviting users to share their location with the messenger flow and it would calculate their nearest competing food vendors, displaying a menu of vendors with a photo of their toastie entry. When a vendor was selected, the viewers were sent directions via Google Maps. By sending traffic to a chatbot instead of a website, or simply running the campaign for impressions, we were able to direct people to take more meaningful actions throughout the course the campaign. This enabled us to provide valuable data to our client; measuring how many people shared their location, which eateries got the most clicks and how many people used their maps application to find their nearest toastie.