ISSUE OF THE MONTH: Celebrity Chef Endorsements, is it right for your QSR? - Part 1
In part 1 we speak to Paola Tanner, Director of Marketing Implementation from Fuse Franchise Partner. For the past 10 years Fuse has developed a system and service to help franchise companies overcome the complexity of marketing their chains. Here is what Paola Tanner has to say:-
When considering a celebrity chef endorsement campaign there are challenges beyond the recipes and messages. Our focus is on best practice in implementing campaigns and from our experience we can offer the following insights:
- Getting buy in from the branches or franchisees to push the messages is critical, this buy in is often taken for granted and if this is not the case it can affect the outcome of the whole campaign.
- Capitalising on the endorsement by making sure the messages are clear by having relevant in store materials that the consumer can relate to is important. Remember above the line creates awareness but it is in the store where the consumer connects to the actual message and purchases the product.
- In order to have the in store experience running for the entire duration of the campaign it is important to address specific requirements for example hi-volume stores will require more collateral. This might not be as critical on a normal short campaign but if you are paying a chef typically the campaign would be longer than normal one and these issues become very relevant.
As an example, when we were involved in implementing the Pete Evans campaign for SumoSalad one of the key considerations was to align the timing of the campaign with a new menu rollout to ensure the endorsement appeared next to the dishes and that we could use the same logistics to deliver the menu and campaign items together saving on freight and production costs
