MCNELLIE'S RESTAURANT GROUPCampaign Strategy and Execution
This rapidly expanding restaurant group needed help driving traffic to its new locations and promoting the download of their loyalty app.
I worked with a lean creative team to concept and develop a campaign that captured the feeling of a summer night out and encouraged audiences to try all the hits.
Campaign Theme
McNellie’s Summer Mix
There's nothing more summer than a summer playlist. A close second is a perfect patio meal. Pulling inspo from Spotify's Daily Mixes, this theme combined the best of both worlds with 8 weeks of curated deals that pushed new names in the restaurant group.
Concepts and Copy
Results
The 8-week campaign:
Featured 103 ad variations
Racked up 2.3M+ impressions
Sent over 12,000 Tulsans to the app store
to download or open the McNellie's Passport loyalty app.
Following the overwhelming success of the campaign, the restaurant group continues to run weeks-long campaigns of curated deals in the same format and style.