How Alley overcame ‘meal fatigue’ to win the Mumbrella Awards’ data prize
Nick Lavidge, founder and CEO of Alley, reflects on winning this year’s Mumbrella Award for Data-Driven Marketing for Youfoodz’s ‘reimagine mealtime’ campaign.
Overcoming ‘meal fatigue’ – where customers become bored of menu options – was the objective for Alley’s Youfoodz campaign. How the agency addressed the problem won it the 2018 Mumbrella Award for Data-Driven marketing.
The team used data analytics to identify the onset of winter as the time when customers were most likely to drop the service, and helped develop Youfoodz’s winter menu and subsequent marketing campaign.
Launched in June last year, the campaign featured a 30-second TVC exploring a ‘Wonka-like land’ of all the foods available. The campaign also featured behind-the-scenes content across interactive ‘hot spots’ and social media.
