Australian food delivery service Youfoodz has rolled out its first major ads as part of a $5 million data-led campaign.
The TV ads, which launched on Sunday, followed a soft digital push on 15 June, and are part of the company's biggest marketing drive in its five-year history.
The spot, which features a woman stepping into her fridge and finding herself in a Willy Wonka-esque food haven, was made in-house, with every level of the Youfoodz team getting involved in production.
Youfoodz general manager Kane Sala says the activity, which also includes 360 and time lapse video in html5 clips across Facebook and Instagram, has led to a “staggering” spike in sales with Sunday sales up 116% compared to usual Sundays and up 564% compared to a year ago.
“For this campaign, we wanted to bring it back to food. It's one big metaphor about escaping through food. The aim was to give every channel a go, pulling historical data to see what has engaged our audiences over the last few years. We're already seeing really happy customers and massive sales increases,” he says.
“We had our CEO, our founders and myself take the lead on a lot of filming, we still had a crew of about 40, but next time we'll bring it even more in-house."
Social media is an important part of the campaign and accounts 30% of its total budget. There is also a large increase on influencer marketing, with spend up by 1000%.
Aside from TV, traditional media was stripped back, with no radio ads and only 0.5% of budget for out-of-home (OOH) advertising.
The choice to take such a firm hold on digital channels was a no-brainer says Sala, and he encourages other brands to follow suit.
“Traditional has still got a place, but I don't think companies realise just how easy and accessible new technology is, brands need to start believing this new way of marketing is beneficial and in their grasp,” Sala says.
Youfoodz is also spending 60% of its marketing budget working with digital marketing agency Alley, which uses data-driven insights to strategically plan and place campaigns.
Youfoodz was previously running product-led spots around Ten's Biggest Loser revamp prior to it being pulled from peak viewing time, and the brand focused ads replace that activity.
The company is also working towards another TV opportunity that Sala calls a “dream sponsorship”.
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