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Known primarily as a cafeteria catering to blue-haired ladies and their husbands, Piccadilly faced a situation in which sales were trending downward as their audience aged and – quite frankly – died.
To find new customers, GodwinGroup used C3 Intelligence® to pursue the expansive 18-54 market by redefining what “cafeteria eating” meant for them – an easy and cost-effective alternative to dinner preparation. To that end, branding efforts were designed to reach working families with hard-to-manage, school-aged children. National voiceover personality Tom Bodett starred in television and radio spots that ran during peak times when dinner decisions were being made. Thus, no spots aired after 6:30 p.m.
The results were stunning increases across the board – as much as 40% in some stores. On average, Piccadilly reported a $3 return for every $1 spent on advertising, and the campaign was deemed one of the most successful in the company’s history.
THE WORK
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