Bohemia steals Carat's lunch, helps itself to $25m worth of chicken

By Brendan Coyne | 13 May 2013
Source: Wikicommons

Bohemia has swooped under the Dentsu radar and emerged with $25m worth of chicken. The firm has picked up the Quick Service Restaurant Holdings gig from Carat without so much as a pitch.

The group owns Red Rooster, Oporto and Chicken Treat. Bohemia founder and managing partner Brett Dawson said the plan will be to tie in mobile and location to get customers in stores and chowing down.

There will be TV and outdoor elements to the strategy too, but it is all about driving participation and engagement, he told AdNews. "We will use mobile to drive engagement, using geo-proximity and time of day" as cues for potential customers. So, targeting people via their phones around lunchtime when they might be near a store? Sounds pretty obvious. "Yes, but the whole category does not yet do that."

Bohemia has already enabled transactional mobile utility for other clients and the firm has not ruled out playing a role throughout initial target to end payment.

The win includes all comms strategy, media planning and buying for all brands including digital media and data analytics.

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