Following our brand development work for Etto, we have been busy producing an integrated campaign to drive awareness and increase sales for the Italian street food brand.
With smart local marketing solutions, Truly Deeply has helped Etto appear ‘bigger’ than it is. As a result, the brand is growing in many ways and now has the confidence to expand into new locations.
While many brands in the category rely on heavy promotional discounts, Etto didn’t want to devalue the brand before it had even justified its value. The campaign needed to generate compelling incentives that were not discount oriented and hero the love of pasta, Etto’s real differentiation.
“With just one store in South Melbourne and limited budgets we had to explore smart ways to build awareness and drive loyalty for the brand,” explains David Ansett, Chief Creator of Brands and Founder, Truly Deeply. “In many ways, we had to help the brand appear bigger than they are and find cost effective ways to achieve cut through to appeal to new customers and strengthen the bond with the growing list of Etto devotees”.
With Etto’s strong brand personality, Truly Deeply had the license to develop a cheeky and irreverent integrated campaign that champions the Italian spirit and their passion for sharing great food and company.
The design utilises the brand’s typography, colour palette and retro visual style and brings to life the personality through word plays on pasta and life in a very Etto way.
The campaign strategy maximised the use of in-store assets, local area marketing and social media. This involved the development of weekly and event focussed promotions utilising POS, visual merchandising, footpath signs, promotional posters, counter cards, badges and the development of a loyalty programme that was all linked through Facebook, Instagram and Twitter.
“I’ve been blown away by how much impact local area marketing on a tight budget can make to sales,” says Stephane Meyer, Founder and General Manager, Etto. “As a result we have a very active marketing plan for the year ahead. On the back of this it’s given us the confidence to look at expanding the brand into new locations,” added Meyer.
The campaign has helped Etto to continually grow their sales. On Valentines Day, sales increased by 180% as a direct result of the promotion and the product promotion for the Panino range increased the sales 15 times the previous daily sales.
The campaign has also helped Etto increase their loyal following with media personalities. Fox FM announcers, Amanda Lee, Mike Christian, Dan Hill & Keegs launched their Lunch Council at Etto and 7-minute rave about the brand. This then inspired the adoption of the brand’s personality through followers using the twitter hash-tag #pastapun to tweet about their love of pasta, Etto and life.
Truly Deeply provided creative concepts, communication strategy and planning, copywriting, design development and execution of POS, visual merchandising, signage, counter cards, loyalty programme, social media and complete campaign management.
For more information on Etto visit etto.com.au