Brief: Integrate digital and social media in a national Charter Hall Retail campaign. Use a seasonal food focus and ensure delivery is on brand and engaging for key audience groups.
The BestOvers was Ikon’s deliciously innovative concept for a Winter 2017 campaign that would highlight the client’s fresh food focus, reward its customers and drive centre sales. Through an interactive site, shoppers were offered daily prizes plus free recipes for easy, resourceful ways to turn leftovers into ‘bestovers.’
Creatively, our execution had broad appeal with evocative imagery and a friendly, welcoming tone to reflect the brand positioning. The BestOvers campaign was warmly received and saw a clear increase in shopper engagement.
The client’s inaugural use of a digital platform in a campaign was a success, reaching over 34,000 shoppers across the 39 participating Charter Hall shopping centres.
“Working with Ikon ensured we delivered a campaign that challenged the traditional approach whilst solving our shoppers’ daily ‘what’s for dinner’ conundrum and reducing food wastage.”
Jessica Pagano, Regional Marketing Manager, Charter Hall