Authenticity means different things to different people but you can recognize it when you see it. So when Bertucci’s wanted to bring in a new audience without alienating their old one, we knew the message had to be authentic and ring true to both audiences.
So we celebrated our imperfections, our pizzas aren’t perfect circles because they’re all made by hand. All the food on our menu is real just as the chef intended, not styled.
We told our authentic story with a mix of traditional and digital channels and introduced the new executive chef with an online take of the open kitchen, in a series we called Behind the Menu. In these short instructional videos people got to know Chef Jeff and get a sneak peek at some of our most famous recipes.
People took to it immediately:
“I love this. Bertucci’s brought value to my life and educated me all in a 2 min ad”. - Chris Nadeau
“I LIKE THIS A LOT as a pre-roll ad. I usually find them intensely irritating, so to see content marketing used in this context is refreshing”. - Jennifer Fong
“Content marketing done right”. - Chris Brogan
So now a new generation knows a little bit more about Bertucci’s.
Results:
500K Views Launch week
76% Increase in social mentions
11% Increase online sales