OVERVIEW:
After three years in business, Sauced BBQ & Spirits of Livermore, CA, still had a healthy appetite for growth. The restaurant’s goal was to increase sales 15% by focusing on three key audiences and times of day: working professionals for lunch; families for dinner; and women aged 25-54 for weekend evenings. A sports-centered multi-screen video advertising campaign with Comcast Spotlight got things cooking for the Bay Area hot spot.

STRATEGY:
The restaurant’s campaign included new iterations of a popular campaign targeting their three audiences. This year, Sauced also developed a commercial to promote its own bourbon line. With commercials geographically targeted to reach communities within 10-15 miles of the restaurant, Sauced built its brand recognition with advertising during San Francisco Giants and Oakland A’s baseball, Golden State Warriors basketball, San Jose Sharks hockey and ESPN’s Monday Night Football. The same commercials were featured in pre-roll video advertising from Comcast Spotlight, reaching even more potential diners.

RESULTS:
In addition to repeatedly hearing from customers about the funny and creative commercials, Sauced BBQ & Spirits enjoyed some tasty results: sales increased 35% (compared to a goal of 15%), and the restaurant recently opened a second location to serve customers in the market’s North Bay region.