We promise that. Drama Queen created an insight based on consumer data, campaign playing with business humor, and a storm of reactions.
Hesburger’s sustainability goal is to make half of its sales meatless by 2030. Together, we’ve been working towards that goal for years with impressive marketing efforts. Hesburger’s VEKE® veggie options have won over a loyal circle of fans. There’s just one catch: how do we capture the attention of the bigger crowd?
Drama Queen created a campaign for VEKE® with a straightforward, research-based insight: the number one driver of consumer choices right now is price, price, and price. Instead of pushing VEKE® too seriously, we wanted to spark interest in a fun and timely way with young business bros. Simple and sustainable as that.
In Hesburger, VEKE® is always cheaper. So be the business guru of your own life and invest in VEKE®, bro.
Together with Grillifilms, we made VEKE® ads for TV, radio, online, and social media. On top of that, we orchestrated an influencer campaign on social media and ran a data-driven PR campaign that sparked public discussion in a big way.
Just three weeks after the launch, sales of VEKE® products were up 36% in units and 76% in euros. The numbers speak for themselves, bro.
#nuorijanälkäinen
Villada
