When lockdown first hit, fish & chip shops across the country experienced a dramatic fall in sales. As the sector is in its heartland, Pukka tasked us with creating a campaign that would give chippy owners a helping hand when they needed it most.
Overnight, chippy owners had to change the way they ran their business and turned to call & collect, click & collect and home delivery services to continue feeding local communities. But for many, this was brand-new territory. And if they were going to succeed, we knew they needed to spread the word that people could still order their Friday night feasts and midweek meals.
To really impact chip shops’ bottom line, we needed to think local. This meant being where their customers were, aka. social media, which saw usage at an all-time high during lockdown. So, we set about creating a social advertising campaign that was personalised for every chippy owner to let locals know that they were open for business.
With some fish & chip shops dabbling in social media more than others, we used Pukka’s owned channels to bring a splash of orange optimism to its business.
Think personalised dark ads targeted at chippy owners’ local communities to drum up orders and those all-important £££.
And to help as many business owners as possible, we advertised a free offer and Pukka spread the word via POS with customers’ weekly pie deliveries.
But we didn’t stop there. We repeated the same activity multiple times over the year that followed, to keep showing fish & chip shops that Pukka has their backs.
The Humble Brag