Positioning the offering as an entire Thanksgiving meal, allowed us to be bold in our creative and make it clear this was a holiday-specific, limited-time promotion you did not want to miss. In addition to the new turkey sandwich, PDQ was unveiling sweet potato fries and a pumpkin pie shake as the perfect sides. It’s like they were destined to be marketed as the essential holiday combo. You can’t have turkey without sides – and you can’t have sides without dessert. A Thanksgiving meal designed to fit through the drive-thru.
Background
PDQ is known solely for specializing in chicken. So, when they wanted to launch new, limited-time turkey items for Thanksgiving, they needed a little help. PPK took what could be a confusing promotion and turned it into the best-selling LTO in the company’s history.
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Client
PDQ Restaurants
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Years
2019
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Industry
Food and Hospitality
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Services
Product Photography
Campaign Development
In-store POS
OOH
Digital Display
Challenges
Talk turkey to me.
It was critical not to blur lines when it came to the brand’s core focus, while still being able to tap into a lucrative seasonal trend.
Solution
Drive-Thru Thanksgiving
Strategy
Details
Our full-funnel approach included a campaign with multiple touch-points from awareness and digital media to OOH, radio, and in-store POP.
Results
We had three months to boost sales across the South and Northeast store locations – a small window during a time when holiday promotions are on overdrive. In-store display screens featured each item on a constant rotation, a nod to courses being passed around a Thanksgiving table. At the end of the three months, the campaign saw an average 38% lift in visitation among consumers who were exposed to the digital campaign, exceeding the industry benchmark nearly by 4x.
