Strategic & Creative Lead Agency
Making Monty Bojangles a ‘Deliciously Unshareable’ household name.
Over the past few years of working with Monty Bojangles, we have helped the brand unlock a wider audience through effective media planning, brand strategy, and of course some killer campaign creative.
Brand Strategy
Brand Workshops
Outdoor
Experiential
Social Content
Radio
Videography and Animation
Key insight
The product itself, with its deliciously chocolatey goodness? No notes. Once consumers trailed it, enjoyment and repeat purchase soon followed. In fact, it’s so good that whilst the original purchase intention may have been a gift, consumers end up keeping it for themselves. This positive selfishness became a key insight in our campaign strategy. Our job now was to make sure the right people were exposed to the brand, in the right place, and at the right time.
Objectives
Brand Awareness
Brand Consideration
Product Trial
Deliciously Unshareable.
An overhaul of Monty Bojangle’s communication strategy was deployed.
Deliciously Unshareable. This became the creative vehicle for all of our planned activity.
Applying science to the magic before campaign rollout.
Monty Bojangles had ambitions to expand its audience beyond their typical shopper After extensive audience and media research, we combined first-hand sales data with lifestyle statements and media consumption habits to produce Mosaic profiles. Throwing Kantar and YouGov data into this produced a solid map of the UK, showing us precisely where our potential audience is. With finite budgets reflective of a growing challenger brand, we had to be smart with the money. This meant rolling out Deliciously Unshareable in a test & learn fashion, from region to region, with a calculated but solid approach.
Making it bigger and better each year
Monty Bojangles wanted to scale up their activation game, following our hugely successful test and learn strategy of the previous two years. Each activation so far had targeted key regional hot spots for the brand based on customer demographics and sales data; Midlands and Southern regions. Skirting around the Capital.
It’s time to take the show to London!
Our latest activation included an eight-day experiential and sampling activation over six central London locations, culminating with a huge bespoke circus tent at Kings Cross Station filled with an immersive botanical rainforest experience, photo ops galore and mass customer engagement and chocolate truffle tasting. Supported by outdoor OOH, digital and Radio activity ensuring a full campaign experience.
Results
The outdoor media campaign saw 3,427,000 impacts in animated rail and roadside digital creative, plus 292 statics at rail stations across London.
Radio ads across the Heart Radio region delivered 20million impacts, and specifically 7million to the target audience (ABC1 Women 30+)
42,000+ chocolate truffles distributed
5,000+ prizes
Delighted and interacted with over 50,000 individuals
Achieved 1.7k email signups for the chance to win even more great prizes.
Brand awareness results of the campaign
- National Brand awareness of Monty Bojangles grew (for UK adults) by 7%
..but in London it went up 31%, and Brand Consideration went up 60%, and Purchase Intent up 41% - London Female ABC1 Audience:
Brand awareness grew by 88%,
Brand Consideration by an impressive 273%, and Purchase Intent by 98%
Editor Note
Pre wave - All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2060 adults. Fieldwork was undertaken between 2nd - 3rd September 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
Post wave - All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2089 adults. Fieldwork was undertaken between 22nd - 25th November 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
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