National Burger Day
Brief
National Burger Day is an initiative led by Kepak which aims to celebrate everything we love about Irish burgers and each year crowns Ireland’s Best Burger. It was created as an event that would champion Irish food producers/restaurants/cafes etc and encourage Irish consumers to support the food sector. izest Marketing was asked to come on board back in 2018 when the idea was just in its concept stage and 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 4 years, we have worked with Kepak to make National Irish Burger Day bigger and better every year and 2021 will be the biggest one yet.
Services
Branding
Website Design & Development
Marketing Strategy
Social Media
Digital Advertising
Sector
Events
Food
Approach
The campaign plan aims to target communication streams where we feel we can get maximum visibility, focusing on consumers and potential participating businesses. Before officially launching, a full communication and marketing plan is 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. The campaign includes a prominent outdoor advertising campaign, website, visual language, outdoor broadcast on the day with a National radio station and a “Benny the Burger” mascot(designed by izest) have helped to bring National Burger Day to the collective consciousness of the nation.
A B2B campaign is run simultaneously that includes, email marketing, point of sale, and direct communication. Each year izest Marketing make recommendations for improvement to the consumer digital experience and B2B engagement by adding elements like interactive maps so consumers can see participating food outlets, in year 2 we introduced the mascot which visited outlets to draw more customers in and build awareness for the initiative and last year we introduced a CSR element to support the campaign by working with Simon Communities of Ireland whereby free meals were donated for every use of the hashtag #NationalBurgerDay.
Results
With a reach of over 2.5 million people, 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 1,000 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 2020 over 14,000 meals were donated to Simon Communities across Ireland. We can’t wait for 2021’s celebration!
