OVERVIEW:
A great dining experience is about more than the food; it’s about the presentation and environment. Cleo’s Brazilian Steakhouse of San Bruno, CA, knew the power video advertising could have when introducing Bay Area residents to what a restaurant of its type was all about.
STRATEGY:
Cleo’s target audience included people who appreciated fine meats or who frequented buffet-style restaurants, as well as those looking for a location to celebrate milestones like birthdays, anniversaries, and retirements. The campaign was geographically targeted to focus on three zones around the restaurant’s location. TV advertising included high-profile networks like Cartoon Network, CNN, Comcast SportsNet Bay Area, Comedy Central, Fox Deportes, and Galavision.
SUCCESS:
The advertising campaign helped Cleo’s achieve double-digit sales increases. Lunch sales increased 40% while dinner sales rose 30%. The restaurant also saw an increase in return business from new patrons.