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Con
cept

National Burger Day

National Burger Day celebrates everything we love about Irish burgers and each year crowns Ireland’s best burger and this year was bigger and cheesier than ever. National Burger Day was highlighted across social media, radio, online and offline platforms, with over a million people engaged and 22 thousand votes cast.

The Campaign

Now in its second year, National Burger Day has captured the imagination of the Irish public. The aim for year 2 was to increase the visibility of the campaign to the general public and grow the campaign. The campaign plan was created to target communication streams where we felt we could get the maximum visibility, focusing on consumers and potential participating businesses. Before officially launching the campaign, a full communication and marketing plan were planned out, both B2B and B2C including initial topic research, competitive and market analysis, mapping out key activities and activations, key dates, media partners, securing sponsorship and organising ambassadors.

National Burger Day 2019

Awareness

A new outdoor advertising campaign, website, visual language, an outdoor broadcast on the day with Today FM and a mascot have helped in bringing National Burger Day to the collective consciousness of the nation. A bigger B2B campaign was included, with email marketing, point of sale and direct communication included.

The campaign was picked up by almost every major media outlet on the day, encouraging consumers to celebrate National Burger Day by sharing content and the hashtag #NationalBurgerDay, which was used 4,200 times in total during the campaign and trended across the country on the day itself.

Gal
lery.

As part of the new campaign a number of new features and elements have been created to allow for better user experience, a more streamlined design and a new face of the campaign.

Map &
Mascot

Two new innovative features to the campaign were a new interactive map which allowed user to check local participating businesses and vote through the portal, and our new mascot Benny.

Benny was sent out to the streets of Ireland as the Mascot of National Burger Day to help increase visibility and inform the public about National Burger Day. Due to the phenomenal popularity of Benny, exposure and visibility of the campaign has increased significantly with a number of businesses contacting us for a visit from Benny.Benny also gave us a great content stream and allowed us to create some quirky imagery and videos for the campaign.

Event

A small event was organised to announce the winners of each category and overall National Burger Day winner. The event was fully organised by the team at izest, from organising trophies and certificates, sponsors, venue hire, visual elements on show and organising winners to be present on the day.

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Results

With a reach of over 2.5 million people, this year was bigger, cheesier and better than ever and the campaign captured the imagination of a nation while cementing the date in the Irish calendar. Once again, the National Burger Day campaign was highlighted across social media, radio, online and offline platforms, with over a million people engaged and over 22 thousand votes cast on the official website.

Overall reach increased by 72% (KPI was 20%) – 2.5 million people reached.
Votes increased by 32% (KPI was 15%) – 22,281 votes cast.
Participating businesses increased by 10.1% (KPI was 5%) – 543 outlet participated.
Facebook followers increased by 193% (KPI was 20%) – 7.428 followers.
We created a new Instagram account for the campaign
Footfall on the day in participating businesses increased by 20% (KPI was 10%)
Use of #NationalBurgerDay increased by 311% (KPI was 25%) – used 988 times on the day.
The volume of PR coverage increased by 5.4% (KPI was 5%)
Website page views jumped to 209,114 (+25.8%)
We had 50,066 webpage views on National Burger Day alone (+47%)