Deliveroo, JustEat, HungryHouse… Restaurants and Fast-Food chains have become more and more present online and with Amazon and Uber jumping on the bandwagon, with Amazon Restaurants and UberEats, what sets the best apart from the rest? The simple answer is good marketing - which sounds easy enough but it’s not always so easy to get it right. A lot of people assume that brilliant marketing campaigns need heavy investment. They’re not totally wrong, if you can afford a big budget, it will most likely pay off. But, believe it or not, it is possible to create a show-stopping campaign without the extravagant expenses.
Healthy food chain Leon has proved how to build a successful campaign without breaking the bank.
In 2015, Leon launched their ‘Lean and Clean’ campaign promoting healthy eating and clean living with great results. Leon teamed up with a fitness and nutrition Instagram Influencer to create fitness videos for their social channels. To keep costs down, instead of hiring actors, Leon used their own employees and fans to participate. Working with Influencers doesn't have to cost a fortune either. Leon decided to work with a vlogger who was not yet a huge online celebrity, although he was well on his way. The clean eating brand ‘paid’ with a mutually beneficial relationship: free publicity for the Influencer and increased awareness for the brand.
The lesson to be learned here, is that an ambitious campaign with a cost-saving budget isn't always impossible. Working with Influencers is a great way to increase your brand awareness and generate publicity to a new audience. Offering a mutually beneficial working relationship is a great way to build a good rapport with Influencers and stand out from the crowd.