Following our brand development work for Etto, we have been busy producing an integrated campaign to drive awareness and increase sales for this Italian street food retail brand. With smart local marketing solutions, Truly Deeply has helped Etto appear ‘bigger’ than it is. As a result, the brand has grown in many ways and now has the confidence to expand into new locations.
In January 2013, Truly Deeply launched Etto, a new brand for a new category of Italian street food.
Following the success of the brand launch, Truly Deeply has created and managed an integrated communication campaign to continue to drive awareness and sales.
With just one store in South Melbourne and limited budgets we had to find smart ways to build awareness and drive loyalty for the brand. 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.
Many in the category rely on heavy promotional discounts but we didn’t want to devalue the brand before we 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
The Etto brand personality gave us a strong license to develop a cheeky and irreverent integrated campaign that champions the Italian spirit and their passion for sharing great food and company.
The campaign strategy maximised the use of in-store assets, local area marketing and social media. This involved the development of regular 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.
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.
Truly Deeply developed a plan of marketing activities, 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.
The campaign has helped Etto to continually grow their sales. On Valentines Day, sales increased by 180% as a direct result of the ‘Heart Beats Pasta’ promotion. The promotional launch of the Panino range increased sales 15 fold.
“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 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 with a 7-minute rave about the brand. This inspired engagement with the Etto brand and evolved into a pasta pun challenge that spread on Twitter with the hashtag #pastapun; an expression of fun, a love for pasta, Etto and life.