Case Studies » A data driven strategy drives visitation

A data driven strategy drives visitation

QSR/FSR advertising case study: Mary Brown’s Chicken

The goal

Mary Brown’s was seeking to promote their special offers and drive audiences into their locations across Canada to increase order volume. With 54% of our users visiting Quick Service/Fast Food restaurants in the past month, Mary Brown’s partnered with Pelmorex to develop several visitation campaigns throughout 2023.

The strategy

Special offers and eye-catching ads encouraged Canadians to visit Mary Brown’s locations across the country. The data-centric approach delivered strong digital and in-store visitation results.

The solution

A data-driven campaign was developed to share Mary Brown’s special offers with Canadians.

The campaign successfully:

Grabbed user attention with limited-time offers
Inspired visitation within days of viewing the campaign
Engaged the target market via custom audience segmentation
Utilized audience data and Pelmorex’s Foot Traffic Attribution to iterate on each campaign

The results

The target audience was highly engaged and the campaigns delivered great results across all metrics, including:

7.7M+ total digital ad impressions
105,000+ ad exposed visits
10,000+ incremental visits per campaign (average)
21.1%-59.6% visitation lift per campaign

The campaign details

Markets: National (excl. Quebec and PEI)

Platforms: Digital

Brands: The Weather Network and Pelmorex Audience

Source: ComScore. Plan Metrix. Home and Work. September 2023.

Pelmorex is a great partner for Mary Brown’s Chicken. The combination of scale, first party data, and informed R.O.I. via Foot Traffic Attribution is a formidable combination for our digital media strategy spend.

Jeff Barlow, Chief Marketing Officer at MBI Brands