Youfoodz launches multi-million-dollar campaign
Fresh meal delivery company Youfoodz has launched its 2017 Winter Menu with a multi-million-dollar marketing campaign aimed at reigniting customers’ joy of food.
The centrepiece is a ‘Wonka meets Wonderland’ TVC shot over five days in a Brisbane studio, which combines visual effects, food styling and a score by a BAFTA-nominated composer to create a fantasy-land of food.
Think cascading salads, croquembouches of protein balls, glistening roasts and more.
The campaign represents Youfoodz’ most ambitious creative initiative to date.
“For this campaign, we wanted to go big and have fun. We’re always thinking about what we can do to surprise our customers, so for Winter we wanted to involve them in the journey that’s part of creating all our meals,” Youfoodz general manager Kane Sala said.
“We believe there’s a little bit of magic behind what we do; that’s what sets us apart. We embrace our identity as a young and innovative company, and having a product our customers are excited by is at the heart of everything we do,” Sala said.
Youfoodz also created a suite of behind-the-scenes content, utilising drone and 360-degree footage and interactive hotspots that allow viewers to dive into the virtual experience online and across social media.
The company partnered with customer acquisition agency partner Alley to create the campaign based on deep data insights.
“This campaign is the accumulation of billions of data points, determining exactly what design variables produce the highest conversion lift,” Alley’s head of strategy Vince Nocerino said.
The integrated digital campaign extends across Instagram, Facebook and YouTube, as well as programmatic video and display advertising, with custom ad units such as 360-degree video and Facebook Canvas maximising the immersive experience.
Alley uses a combination of big data and predictive algorithms to serve the right ad, to the right person, at the right time and on the right channel.
Youfoodz expects the investment to have a significant impact on its top line.
Last year’s Winter launch led to a 700 per cent revenue increase, and this year’s performance is expected to beat that by as much as 300 per cent.
The 2017 Winter Menu was developed with the help of 7,000 customers who contributed suggestions.
The company tried and tested more than 250 meals, with around 20 making the final cut, including Chunky Pepper Steak Pie, Slow-cooked Lamb Shanks, and Choc Hazelnut Waffles.
Youfoodz donated all fresh produce to Food Bank after filming.