Developing Our Strategy
Mendocino Farms recognized it had a unique opportunity to balance both business and guest safety through this campaign – while embracing the brand’s accessibility and set it up for brighter days in the eventual wake of COVID. A dynamic where dine-in would return to some degree, yet digital hurdles were already overcome to adapt to the shift in desires for delivery and takeout, ensuring Mendocino Farms’ promise to “Eat Happy” was only a convenient order away.
JS’s integrated team of paid media specialists and creative minds developed and presented an initial two-pronged approach to drive sales and position the brand as a convenient, safe and delicious option for carry-out among current and new customers. The campaign focused on offering a free deli side with any online order, and in a time where darkness seemed to live in every corner, the creative was rooted in the brand’s tagline, “Eat Happy,” with a pandemic spin on it – “Eat Happy at Home.”
Accordingly, the campaign leaned into the signature friendly hospitality experienced at the restaurant’s locations. Messaging, including words like “craveable, “farm fresh” and “contactless” were strung together in ad copy to support Mendocino Farms’ commitment to using good-for-you, high-quality ingredients and carefully packing orders for travel.
Reaching Our Audience
With a focus on increasing overall revenue, we utilized a mix of two different platforms to reach audiences and drive online orders: Google Display Network, which reaches over 90% of people on the internet, and Facebook Advertising platforms, with 2 billion active users each month.
This proved to be the right recipe for success. Banner ads allowed us to capture someone's attention early in the buying cycle, introducing them to Mendocino Farms before they were ready to place an order. These banner ads on GDN also kept Mendocino Farms top of mind by remarketing to people who've previously visited the company’s site or app. Advertising on social platforms provided a strong sample for targeting based on interest, demo and psychographics. That meant we could reach current customers, new customers and people interested in Mendocino Farms.
The campaign proved more than effective in meeting our objective of driving online conversion. Over just two short months, the response was overwhelmingly positive for Mendocino Farms, indicating the proof was in the pivot:
- The uptick in online orders drove a 5% revenue increase compared to the previous period, and the advertising effort resulted in a 400% overall ROI.
- Every dollar invested in Facebook advertising returned $41.72.
- The campaign successfully reached our target audience and drove clicks on banner ads at 68% lower cost per click than the average cost using the Google Display Network to efficiently increase traffic to the Mendocino Farms website.
Revenue Increase From Online Orders
Lower Cost Per Action on Facebook
The Eat Happy at Home campaign enabled Mendocino Farms to pave the way for what post-pandemic success looked like as it reimagines fast casual dining in the rise of the convenience revolution. A pandemic pivot turned permanent tool in the restaurant’s marketing war chest, the campaign has evolved to a 360, full-funnel marketing campaign in both Texas and California, leveraging Facebook/Instagram, Google Display Network, Google AdWords, YouTube, streaming audio and events to reach customers at all possible points.
Meet the hungry JS team that worked to bring this shift to life.