A prime cut for primetime advertising

Centro Media
Media Strategy
Media Planning
Media Buying

A MEDIA STRATEGY TO BOOST POSITIONING, PROMOTIONS AND DRIVE TO STORE

Over the years, Life and Roadhouse have developed a detailed media plan which has delivered outstanding results in a number of different areas. We have had to face and overcome many complex challenges with our communication.

Combine brand positioning and promotion

First, we had to build collective brand awareness - for certain areas of Italy - which explained what it was that made Roadhouse restaurants different: they are not fast food joints or traditional eateries either.

Next we had to combine brand positioning and promotion, striking a balance between the two to make communication to several different target groups at the same time more effective, trying to meet the needs of all types of customers.

MATCHING NEEDS WITH SOLUTIONS: THE MEDIA MIX

The solution was a carefully structured media mix, where each advertising channel was optimised to hit its targets as effectively as possible.

Every year we schedule around 2500 GRPs on mainstream TV (Mediaset, Discovery, Rai and Cairo) to increase awareness of the restaurants and brand positioning, targeting networks and programmes which have a strong affinity with our target audience and geographical areas.

Addressable TV in the Nielsen 1, 2 and 3 areas is used to strengthen brand awareness and to give people the chance, by clicking on the ad, to access special promotions.

The radio plan is designed to increase drive to store, scheduling ads close to lunch time throughout the year. By rotating different ads, we are able to broadcast the most appropriate promotion for that day.

Advertising in cinemas close to Roadhouse restaurants also plays a key role in the strategy, reaching out to a younger target audience and increasing drive to store.

DATA AND REACH: THE RESULTS

In terms of both spontaneous and top-of-mind brand awareness, Roadhouse ranks first among its direct competitors.

Total brand awareness

53% -> 63%

Spontaneous brand awareness
of Roadhouse as a restaurant

5,8% -> 25%

Spontaneous brand awareness
of Roadhouse as a meat restaurant

18% -> 45%

Visit to a Roadhouse restaurant
in the past 3 months

9% -> 23%

Visit to a Roadhouse restaurant
in the past 12 months

20% -> 38%

78% of people consider Roadhouse a restaurant and not a fast food diner or a place to stop and grab something to eat. Furthermore, 82% of people who visit Roadhouse do so intentionally, meaning that they decide to go there before leaving home.

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