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Creating a comprehensive, data-driven strategy that would not only drive awareness but also translate directly into measurable sales for Lou Malnati's
Lou Malnati's, a Chicago institution and one of the most respected names in deep-dish pizza, had a clear business objective: to expand its reach and attract new customers with a unique, limited-time offer (LTO). The challengnee was to successfully launch the "Buffalou," a collaboration with Frank's RedHot, in two key markets—Chicago and Phoenix. This was more than just a new pizza; it was a new flavor profile that needed to resonate with existing fans and intrigue new ones. Our mission was to create a comprehensive, data-driven strategy that would not only drive awareness but also translate directly into measurable sales, proving the power of a relentless pursuit of more.
Opportunity: Lou Malnati's faced a significant challenge. Incoming trend data from February showed a concerning -30% YoY decline in new users. Rather than a hurdle, we saw this as a critical opportunity for growth. We needed to attract a new audience while retaining the brand’s authentic feel.
Leveraging both historical and industry insights, we were able to strategically reach the most qualified consumers to meet business goals and ultimately drive more profitable growth. Our team uncovered that audiences in both Chicago and Phoenix over-indexed in consumption of "big screen" media, such as broadcast television and out-of-home (OOH) advertising. While many of their competitors were hyper-focused on digital-only campaigns, our insight revealed that a larger, multi-channel strategy—combining broad-reach awareness plays with highly targeted digital tactics—would create the perfect recipe for success. This approach allowed us to reach consumers where they were most receptive and drive a powerful message about a new, exciting product.
The Strategy: The Perfect Recipe
Our strategy was a finely tuned, three-step plan built on the foundation of purpose-led channel selection to ensure we were creating meaningful connections with Lou’s potential customers. We used a blend of high-impact awareness channels and targeted, demand-capturing tactics to ensure every dollar was working efficiently.
1. The Reach Play: Driving Mass Awareness
- Big Screen & Partnerships: Based on our consumption reports, we selected channels with proven reach and influence. We executed a series of high-impact placements on broadcast networks like NBC and ABC and curated custom segments on popular local shows like WLS Windy City Weekend and WGN Morning News. We also partnered with influential brands and personalities, most notably Barstool Sports. We leveraged their icon, Frank Borelli, and their Chicago office to create viral, authentic content that resonated with their deeply loyal audience. This included the "Frank Walks" series, a golf outing with Marc Malnati, and a trending TikTok Creator Challenge.
- Out-of-Home (OOH): To dominate the physical space in Chicago, we deployed a robust OOH strategy with placements in high-traffic arteries like I-90 and I-294. We secured unique "dominations" in downtown Chicago train stations and leveraged guerilla projections, ensuring our message was inescapable for in-market commuters and residents.
2. The Digital Demand Engine: Capturing Intent
- Paid Search & Social: We built a digital ecosystem designed to capture demand created by our top-of-funnel efforts. Our Google Search campaigns targeted both branded keywords (e.g., "Lou Malnati's menu") and high-intent, Buffalou-specific terms. On Meta and TikTok, we used a combination of interest targeting (e.g., "hot sauce," "buffalo chicken") and lookalike audiences based on past purchasers and website visitors to find and convert hungry consumers.
- Innovative Video: We knew that video was essential for showcasing the new pizza. We utilized a YouTube Masthead for a full homepage takeover, ensuring massive visibility, and combined it with YouTube Shorts campaigns for efficient reach. We also leveraged user-generated content (UGC) from our influencer partnerships, which not only minimized creative fatigue but also provided a steady stream of authentic, high-performing assets.
The Measurement Strategy: Fueling More Accountable Media
We ensured every dollar was accountable by focusing on business outcomes, not just media metrics. Our KPIs went beyond clicks and impressions to measure the true impact on the bottom line.
- Site Engagement: We knew that increased website visits and engagement were the first signs our creative was driving action. We tracked site traffic, user behavior, and conversion rates to gauge immediate success.
- Downstream Revenue: The ultimate measure of success was revenue. We implemented advanced tracking and modeling to directly attribute sales and revenue to our paid media efforts. Our goal was to show a direct link between our campaign and the number of Buffalou pizzas sold.
- Trend Reversal: We monitored our performance against the -30% YoYdecline in new users. Our optimization strategy was dynamic, with daily adjustments to channels and targeting based on which tactics were most effectively reversing this negative trend.
The Results
Our relentless pursuit paid off, delivering an impactful and profitable launch for Lou Malnati's. The campaign not only introduced a new, successful LTO but also reversed a critical business trend.
- Total Site Visits: We drove 493k site visits, a +5% increase compared to the previous period.
- Revenue Growth: The campaign generated $4.5M in total revenue, a +1% increase vs. the previous period.
- Product Success: We sold 26K Buffalou pizzas, a remarkable +16% increase in LTO purchases compared to a similar promotion with Mike's Hot Honey.
- Reversing the Trend: Most importantly, we successfully reversed the -30% YoY decline in new users. During the active flight, we achieved a +1% year-over-year lift, a dramatic +31% reversal that brought new life and new customers to the brand.
By strategically combining high-impact awareness with precise digital execution, we not only met Lou Malnati's goal but exceeded it, proving that a thoughtful, data-driven approach can achieve more profitable growth.
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