PDQ stands for People Dedicated to Quality. Its scratch-made menu of chicken tenders, sandwiches and salads is fresh, fast and crafted with care. In short, it’s “Just Made, Better,” in a world where customers are suffering from fast food fatigue. So, we took a few pages from PDQ’s cookbook to scratch-make 360˚ campaigns and content with the same level of creativity and care. The result: during an eight-month period, we helped to increase sales of new menu items by 35% and storewide net sales by 25%. In addition, web traffic rose 99%. What’s more, a billboard we created to poke a little fun at that other chicken chain was the talk of the town, earning gobs of free publicity.
Armed with the powerful customer insight that people are craving fresh food from a drive-thru, we helped PDQ launch their first-ever TV commercial. To convey the simple message that PDQ offers fresh food no matter your mood, we brought together three versions of the same person at different points in their life, all for one memorable trip through the PDQ drive-thru.
In-store digital displays and collateral introduced people in line to flavor combinations they didn’t know they could crave and helped them find the words to describe them accurately.
Through our Purveyors campaign, we highlighted PDQ’s dedication to quality by showing who’s responsible for the freshest ingredients in the business.
By following up with our Sensory Explosion campaign, we were able to establish a new and fun language for food that showed “Fast Food” could be as creative as it was “Crunchnificent” and “Sweetageous.” We crafted stop-motion videos to highlight the harmony of flavors and linked people to the closest PDQ. We called it Sensory Explosion for a reason.
