In today’s healthy-eating climate, consumers are more aware of the ingredients in their food and often seek healthy alternatives. Because of this trend, a leading bakery-café brand came to The Weather Company looking to drive trust and increase sales among consumers, while reinforcing the notion that the brand’s menu features craveable, clean food that consumers can feel good about eating.
Weather not only affects what kind of food people crave, it also affects whether people even go out to eat in the first place. With this in mind, The Weather Company leveraged animated branded backgrounds to capitalize on the impact of weather and bring the brand’s 100% clean creative to life. Dynamic store locator functionality adapted messaging to the user’s weather and location, pulling in the nearest store locations.
In addition, the brand’s clean eating creative was integrated into native carousel units which showcased multiple menu items in a native environment, and applied WEATHERfx targeting using activity and relative condition triggers to run media when optimal conditions were present to increase foot traffic.
A Ninth Decimal study also measured the impact of the advertising campaign on in-store traffic.
With WEATHERfx targeting and store locator adaptors, the brand saw:
incremental store visits
for mobile video with WEATHERfx
(+69% vs. benchmark)
vs. benchmark for animated branded backgrounds