Brut Butcher has appointed Performance Adviser to design its media strategy and implement tailor-made communication systems for all its points of sale.
As part of this new positioning and brand identity, Brut Butcher aims to establish itself as a reference point for consumers within its target market. It is essential that customers can easily distinguish Brut Butcher from dominant national and/or multinational brands in the territory. Maintaining fast-food codes while emphasising a gourmet culinary offering is the brand's challenge, and consequently that of the communication campaign.
The joint objective is obviously to generate more footfall in stores and increase the turnover of each restaurant. The brand must be able to measure the positive correlations arising from the different media activations.
As with many projects, Performance Adviser began its analysis with an in-depth study of the business sector and geographical area. This study highlighted the players present in the sector (direct and indirect competition), the demographic situation in the «Brut Butcher» cities, customer typology, and other indicators directly relevant to the development of the media strategy. The agency was thus able to determine a coherent weighting of advertising investments according to the points of sale.
To contribute to this buzz, Performance Adviser worked on a strategic approach aimed at initiating a teasing phase (to create desire, awaken curiosity) followed by a discovery phase (encouraging in-store traffic). These different phases allowed us to acquire major learning in order to optimise current and future communication campaigns.
In addition to a cross-media plan, Performance Adviser also made use of both traditional and digital media, capitalising on their targeting granularity.
The objective is simple: to reach the target audience locally by adapting the message for each restaurant. In this strategy, particular attention has been paid to local media so that Brut Butcher can be identified as a local player. As travel time is a key factor for the customer, Performance Adviser has defined, in conjunction with Brut Butcher, an impact zone on which we have maximised advertising pressure.
Advertising pressure has been logically weighted according to key periods in order to optimise results and return on investment.
«This collaboration is a prime example of how two companies can support each other to achieve their goals. Their dynamic team has always been open to new ideas and initiatives to make Brut Butcher known to a well-targeted audience. We worked hand-in-hand to create an effective marketing strategy that highlighted authenticity, brand values, and a love for great products.
Performance Adviser quickly immersed themselves in the brand and its concept. They were able to be responsive and attentive. They understood the importance of brand image and the strategic challenges of the Brut Butcher brand. If you are looking for a fruitful collaboration with a human-scale company, Performance Adviser is a perfect example of what is possible when two entities work hand in hand to achieve their objectives.»
Damien Coelho
Marketing and Communications Director
BRUT BUTCHER – FRANCE
