Reaching tradies before they tool up for the day.
Targeting
Tradespeople, early-morning café customers
New store launches need fast local awareness among a notoriously hard-to-reach trade audience. Bacon butty bags met tradespeople in cafés near each new branch, at the one point in the day they are guaranteed to stop moving.
Challenge
Unreachable, mobile audience
Tradespeople are mobile, time-poor and largely unreachable through daytime advertising. By the time a store opens, most local media has already missed them.
Why it worked
Awareness in the morning routine
Distributing sandwich bags through cafés near each new branch reached tradespeople during their existing morning routine, generating hyper-local awareness ahead of each store opening at a fraction of traditional launch-media cost.
More work
