Too Good To Go - Too Good To Go
In this project, as part of my master's program, I collaborated with a team and the live client, Too Good To Go. I take immense pride in the campaign's success, especially as the main campaign idea and slogan were conceived by me. Working within a diverse group, I collaborated with marketing specialists and graphic designers, focusing primarily on idea generation, graphics, and overall project outcomes. My concentration centred on the main concept, floor signs, social media content, and the storyboard for TV (online streaming services).
TOO GOOD TO GO-OUT - BRANDING
The primary objective of this brief was to enhance customer acquisition and consumer interest in 'Too Good to Go,' urging app users to transition into purchasing customers while simultaneously increasing brand awareness, particularly within the student audience. To achieve this, our focus areas were social media, streaming services, and physical advertisements strategically placed around university campuses.
Thorough research underpinned this brief, involving both secondary and primary analyses to understand audience preferences, reasons for non-engagement with the brand, and how to capture their attention. We identified eight key insights, shaping the campaign around these insights, which have since been utilised by the brand and inspired subsequent campaigns (which, unfortunately, we can't share due to proprietary constraints).
The outcome manifested in various forms, showcasing the breadth of research findings and the diverse results obtained. The brand then selected the most suitable outcome from the presented options.
The marketing strategy for Too Good To Go centres around creating and disseminating educational, entertaining, and engaging content to capture the attention of both the target and wider audience. The aim is to elevate brand awareness, foster relationships, and encourage audience engagement through digital channels and traditional methods like billboards.
In response to the rising cost of living, Gen Z and Manchester students are staying in to save money, favouring drinks or coffee outings over expensive dining. Too Good To Go addresses this by offering affordable food from dining locations, promoting social sharing, and making dining with friends’ budget-friendly across various age groups and situations.
CAMPAIGN NAME: TOO GOOD TO GO OUT
CAMPAIGN SLOGAN: Get Saving, Get Social
CALL TO ACTION: Save money and the planet while socializing with your friends.
Pick up a 'Magic Bag' from your favourite dining location, share the food with your mates, and dine out for less with us. Social and socially conscious.
Introducing the "Community Tab" – a vital element of our campaign recognizing the significance of community and social lives for Gen Z, our target audience. This innovative app feature allows users to engage directly, sharing, suggesting, and reviewing Too Good To Go's Magic Bags, fostering a sense of community and enhancing app usage. Users can also split bag costs, share bags via a direct in-app link, and discuss dietary preferences, addressing concerns and building a more inclusive community. The Community Tab, a key component of our rebranding, will be promoted across social media platforms, revolutionising how users connect, contribute, and make a positive impact.
Experience the essence of our campaign through a captivating video AD, unfolding the narrative of a character picking up a Magic Bag en route to a social event and sharing it with friends. This visually striking and relatable story will be showcased on digital screens across Manchester City Center, TikTok, and YouTube, with subsequent video series featuring diverse characters of various ages and backgrounds. Each 20-second video, designed for short attention spans on platforms like TikTok, aligns with the campaign's visual style, emphasising positive tones and vibrant colours. The absence of text ensures global applicability, and the consistent brand presence reinforces awareness throughout the series. Additional storylines may include an older lady heading to church, a young mother attending a baby class, or a man sharing donuts at the office, further illustrating the universal appeal, and sharing possibilities of Too Good To Go's Magic Bags.