Case Story: Kip Chippy Brand Awareness Campaign

The Brief

Just prior to the Covid 19 lock-down, the Kip Chippy commissioned me to help them spread the word via social media about their Just Eat delivery service to attempt to offset the anticipated reduction in walk-ins and collections.

The Execution

In order to overhaul the Kip Chippy’s social presence I went into the shop one evening and photographed and filmed the shops selling point: it’s second to none pizzas.

From here, I created a range of high end photography and short video ads to be rolled out on Facebook on Instagram to directly promote the delivery service with mouth watering imagery. I helped the business develop it’s online tone of voice for these posts, delivering authentic, warm and informative copy as well as assisting them in management of their community during busy weekend delivery periods, ensuring customers had a first class experience throughout their ordering process.

For the social advertising, we combined organic content with advertising to great effect. A video ad was created driving users to the Just Eat page of the Kip Chippy. This ad was also published as an organic post on the company page, allowing a double down effect of organic and paid for interaction on a single post, helping to generate additional reach and word of mouth. This approach allowed maximum reach for very little media spend.

The ad was served to a target demographic based on age, location and behaviors that indicated a use of Just Eat as well as an interests in take-away food and pizza in particular.

The Results

For every £0.09 spent by the Kip Chippy on Facebook and Instagram, a user clicked through to the Just Eat menu. This resulted in a run of incredibly busy weekends where orders where consistently at full capacity.

For every £0.01 spent, users either watched the ads, liked, commented or shared producing a raise in brand awareness for the shop. This was further evidence by the additional 268 followers gained by the Kip Chippy since the launch of the ads.

The sophisticated use of targeting and high quality visuals saw the social advertising for the business ranked as above average for both quality and engagement by Facebook’s Ad Manager software.