NBD

The Challenge

Strategy / Brand Strategy, Positioning, Tone of Voice, Marketing Planning and Implementation

Brand / Branding, Visual language, Design, Advertising, Mascot Design

Events / Creation and Management of Awards Event

Digital Marketing / Marketing Strategy, Email Marketing, Social Media Planning, Digital Ads Set Up & Optimisation

Website / User Journey Mapping, User Experience Design, Front End Design, Development

National Burger Day is an initiative by Kepak which aims to celebrate everything we love about Irish burgers and each year crown’s Ireland’s Best Burger. It was created to champion Irish food producers/restaurants/cafes etc and encourage Irish consumers to support the food sector.

izest Marketing was asked to come on board in 2018 when the idea was just at concept stage. We worked across all elements of the campaign from brand design and development, to website design and implementation of the entire marketing plan. For the past 5 years we have worked with Kepak to make National Irish Burger Day bigger and better every year.

Additional info

Although we’ve worked on the campaign since the outset, Each year we seek to elevate the campaign focus and bring new goals to maintain the energy associated with the event.

The Solution

The campaign plan targets two key audiences – the consumers and potential participating businesses. Before officially launching, a full communication and marketing plan is agreed. This includes both B2B and B2C and covers research, market analysis, mapping out key activities and activations, media partners, securing sponsorship and organising ambassadors and activations for the day.

The campaign includes a prominent digital advertising campaign as well as working with a National radio station and national newspaper outlets. The “Benny the Burger” mascot(designed by izest) has helped to bring National Burger Day to the collective national consciousness. A B2B campaign is run simultaneously that includes email marketing, point of sale and direct communication.

Each year an ambassador helps bring the campaign to life and this year we worked with radio presenter Carl Mullan. Carl created a number of videos for the campaign which enabled us to elevate the campaign and engage on new social media platforms such as TikTok.

A key element of the campaign is the CSR initiative where we work with the Simon Communities of Ireland. Free meals are donated for every use of the hashtag #NationalBurgerDay. This has been a core element of the campaign over the past few years and encourages uptake in order to support the Simon Communities.

The Results

With a reach of over 3.8 million people in 2022, every year is getting bigger, cheesier and better than ever and the initiative has captured the imagination of a nation while cementing the date in the Irish calendar. The National Burger Day campaign is highlighted across social media, radio, online and offline platforms and supported by influencers across Ireland.

With over 2,000 outlets involved to date, National Burger Day has exposed hundreds of takeaways, restaurants and pubs to new potential customers and clients through their involvement in the campaign. Each year #NationalBurgerDay has been trending on the day and in 2022 over 18,000 meals were donated to Simon Communities across Ireland. We can’t wait for next year’s celebration!