A new background to encourage consumers to rediscover the brand

Description

AGENCY: IDN France

CLIENT NAME: Chez Clément

BRIEF

Determine a new brand positioning in order to improve brand image, differentiation and attractiveness and to increase traffic and spendings.

STRATEGY

Target: brand’s customers and every consumers into each restaurant commercial area.
Audience: Parisian consumers and foreign visitors.
Strategy: Revitalize the restaurants by establishing a new brand positioning based on its unique selling proposition :
– More than a traditional « brasserie » or a common restaurant, Chez Clément is a « Rotisserie ».
A new speech then which focuses on the original vocation of the brand and highlights its products.
A new brand territory and communication codes to spread the brand around and bring personality to the brand.
And new tools to make the brand more visible and attractive.

RESULTS

Brand awareness : +7% in 10 months
Traffic: +8% while market trends are -7%
Average ticket : +3%.

CAMPAIGN ELEMENTS

New menus both for adults and children.
A social conversation on Facebook and Twitter.
A complete in-store set of tools with posters and point of sale advertising and brochure.
A recipe book to share.