manifesto.
having owned calgary’s largest food influencer account for years, urba was intrigued as to what would happen if launched it’s own virtual or ghost kitchen concept.
built out of the joey’s franchise group head quarters’ test kitchen, urba built a mvp (minimum viable product) with a product that isn’t traditionally seen as a “take out” food.
our first challenge was to identify a good packaging solution that would retain product quality during travel & allow for re-heating if need be.
our second challenge was to create a brand & product offering that would relate well to 22 to 34 year old women, an audience member we identified based on collective internal marketing data for the product category.
our third challenge was to juggle operations to ensure product consistency while rolling out the brand through an influencer focused marketing tactic.
ultimately, urba wanted to take a direction that was out there and unique while leveraging all it’s internal resources as a proof of concept for future clients.
results.
– naming for the “pastasloot” brand
– full customer journey mapping & research
– menu research & conceptualization around attach rates
– introduced the tagline “pasta > sex”
– social strategy revolving around a comfortable “at home” experience
– packaging design & take out experience
– model buying, creative direction & full scope media production
– web design with square back end.
– $18 target customer acquisition cost
– 6,000+ localized followers over social media
– generated over 400,000 impression across tiktok, snapchat, instagram & facebook as a consequence of our launch campaign leading to numerous sold out days
– talked about over traditional media (calgary herald & iheartradio) organically
