Given a choice between personal service and a social cause, 85% of millennials chose the brand that supports a cause. So, we asked, what causes do consumers actually care about?
We tested offers in matched-pair analysis against causes.Whether we tested sponsoring school sports or even promotional offers such as getting a $5 discount on a Greek Salad, up to three times as many consumers indicated they would rather have pennies donated to fight breast cancer.The National Breast Cancer Foundation originally gave credibility to the message, but today, recall of Hungry Howie’s as a brand supporting the fight against breast cancer is 57%. That's greater than the awareness NBCF itself.
Based on early detection statistics from the American Cancer Society, Howie’s $1.7 million contribution (since 2009) has funded mammograms for 15,000 uninsured women, thus saving an estimated 67 lives through the NBCF.
We designed a brand experience worthy of a pizza that cost almost $2 more than the competition – including a new logo, retail scape and the launch of a loyalty program with a mobile ordering app.
DBA geo-mapped a 3-mile radius around each store between the hours of 5 p.m. to 10 p.m. – when pizza buyers were buying. We employed SEO/SEM, programmatic digital, social and mobile with unprecedented store-level analytics reporting. Each franchise owner personally watched their Cost Per Acquisition (CPA) drop.Doubled Sales and Ran Out of Dough! In one outrageously successful digital blitz, DBA focused on an obscure holiday that comes once every four years: Leap Day. By promoting a BOGO 29¢ pizza through all digital media, all at once, Howie’s generated +203% more pizza sales. Stores actually ran out of dough!“Simply, in the four-plus decades of Hungry Howie’s history, no marketing campaign came even close,” CEO Steve Jackson said. “We stuck our toe in the water and almost drowned that first time.” – QSR Magazine, 2019
86% Brand Recall:Built on multi-platform TV, the brand campaign drove a relatively unknown pizza franchise to tie for first place with 86% familiarity in its core market. The advertising campaign achieved 74% recall with less than 1/10th of the competitor’s budget.
At 66% growth, Howie's passed Domino’s for 28 quarters with the fastest same-store sales growth in the industry.
"Daniel Brian Advertising hands down wowed us during the RFP process and never let off the accelerator. Out of the gate they took an idea we had for breast cancer awareness and turned it into one of the most successful campaigns we’ve ever run. Love Hope & Pizza became our flagship promotion that rallied our troops every October. To date we have raised over 3 million dollars for the National Breast Cancer Foundation and just celebrated our 10 year anniversary with them.After that first project they took on the challenge of rebranding our company. They took a 35 year old logo and refreshed it bringing it out of the 70’s and making it fresh and current. They completely rewrote all new brand standards and gave the company a completely new look. Along with that they developed a new ad campaign featuring the “Ad Guys” two ad agency employees coming up with crazy ways to promote Hungry Howie’s. The campaign was a huge success and ran for 7 years.The agency was a huge part of planning our National Convention and came up with many of the themes. The meeting openings were always produced by the agency and our franchisees still talk about them today. Our overall experience with DBA was great and I highly recommend them as a truly creative ad agency."– Jeff Rinke,Marketing Director,Hungry Howie's
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