Heavenly Desserts is an established fine dining desserts restaurant with more than 50 franchises covering the UK and beyond. Its unique and creative desserts are renowned for touching on worldwide flavours and being standout in both taste and visual appearance.
Having worked with the brand for more than a year on its day-to-day PR, we decided to trial a new tactic with a promotional offer to drive direct footfall into stores across a variety of regions.
We chose to forge a strong partnership with the nation’s largest commercial new publisher, Reach plc, we wanted to create a buzz around the UK-wide dessert franchise during the summer holidays with families and dessert lovers alike.
We created a 2-for-1 campaign offer across its 50+ nationwide restaurants which garnered significant brand awareness and full-page space in more than 87 media titles under the Reach plc brand. The campaign was free to the brand to place in the media titles, only requiring the cost of the desserts to be given away when customers redeemed the 2-for-1 voucher directly in store.
From conceptualising the adverts to producing the assets, copy and T&Cs for the campaign as well as liaising directly with the brand to brief in franchisees, we created exceptional national brand awareness and duplicated footfall in the restaurants.
87 pieces of coverage generated a 1.31 billion audience reach and 40 organic backlinks from high-ranking website domains, further benefiting the SEO of the Heavenly Desserts website. This was the equivalent of £191,000 in advertising spend.
Titles included Daily Express, Daily Mirror, Daily Star, Daily Record, Birmingham Mail, Nottingham Post, My London, Manchester Evening News and many more regionals.
The outcome showed that footfall on average doubled across the brand’s stores during the two weeks the campaign was live. Due to time restrictions and menu limitations on the voucher code promo we received a higher ROI with less people redeeming during the day but instead attending on evenings – whereby the voucher wasn’t valid – costing less to the business in free desserts.