Our Canada Bread client came to Cundari with a fun challenge: let’s engage a totally new target – young men.
We started with Canada Bread’s insights into young men and sandwiches. More and more of them were buying their sandwiches at QSRs, thereby taking a bite out of market share. The goal was to get young men back into their kitchens making sandwiches.
What Canada Bread knows about men and their sandwiches:
- They BUILD sandwiches.
- Bread is the base.
- Meat, cheese, condiments are the finishings.
What we know about Generation Y:
- Take pride in making things themselves.
- Fame and social recognition drives behaviour.
- Want brands to entertain them.
The creative… DIY Sandwich. The big push is a video spoof on home reno shows – with a sandwich reno complete with macho guys, chainsaw and a babe. The pull was a call for great sandwiches through Instagram (the home of sandwich show-offs). The hub, the site with added inspiration.
The results: industry average-busting engagement levels (statistically speaking); sandwich beauty shots from the guys; and comments that demonstrate they really got into it…
Nicest consumer comment:
Funniest consumer comment:
Sign they changed behaviour: