Client: Pie Face

The Problem: Pie Face does a roaring breakfast, morning tea and lunch trade as a goto for a warm, satisfying hand-held eat that will keep you going. But  come 3pm, sales slow down to a trickle. We know people get hungry  between lunch and dinner, but how can we make them go for a pie - specifically, one of ours?

Objective: Sales increase of Mini Pies in afternoon period (approx. 3-5.30pm)

Insight: 3pm is prime time for snacking - energy is low and dinner feels aaaages away. You’re on the hunt for something that will hit the spot and tide you over. The problem is, people don’t see pies as a “snack”; they’re a “lunchtime food”. 

Strategy: GET Tradies and teenagers who have finished their work/school days and are heading home…  TO Go a mini pie when that 3pm hunger craving hits… BY Giving them an offer they can’t refuse.

SMP: 3pm is pie time.

Task: We need to create an offer that will entice people to grab a pie post-lunch. This is also an opportunity to keep sending home the message that “Anytime is pie time”, and to help people get a taste of our personality.

Deliverables: 3 offer-oriented ideas, communicated as: POS poster (portrait), Bus shelter OOH (portrait), Billboard

Mandatories:

• Hero Pie Face’s snack-size options: the Mini Classic Mince Pie
• “Anytime is pie time”
• Pie Face brand guidelines