OPPORTUNITY
Applebee’s needed to increase lunchtime traffic to their franchise locations in the tri-state area. The franchisees were already benefitting from an ongoing national TV program but were looking for additional regional media support to help launch their “soup and salad” initiative.

THINKING
We developed a radio program centered around leading stations and aired commercials during strategic late-morning time checks to promote their "all-you-can-eat" specials.

"It's 11:30... almost time to grab your co-workers and head to Applebee's for their "All-You-Can-Eat" lunch special! Applebee's: Eating good in the neighborhood."

For even deeper engagement, we used the radio stations’ digital, mobile and social assets to email, text and tweet our messaging. In addition, DJs aired live testimonials and rain on-air contests— "win lunch for your office," to help achieve increased awareness of Applebee's new lunch offering.

RESULTS
The campaign aired for six weeks and successfully increased the numbers of lunchtime visitors to the area’s Applebee’s, growing their lunchtime business by over 23%, significantly exceeding expectations.