The goal was to reach consumers during highly routinized moments to disrupt, educate and drive them in-store. To make an impact with beverage drinkers when consideration and consumption would be highest, the QSR leveraged high-impact, point-of-entry native ad placements, day parted to the morning timeframe. They also utilized weather-triggered media to serve impressions during weather conditions known to drive sales of similar products, surfacing media only when and where consumers were most likely to be purchasing those beverages. And to further hone in on relevant consumers, they leveraged location data to reach people with patterns of visiting similar QSRs.