The senses can be overwhelmed in food courts because of the variety of visual and olfactory cues making it challenging for consumers to decide just what it is they want to eat.
Cutting through the clutter at the food court at Southgate Mall is Roman’s Pizza, thanks to a clever Primedia Unlimited MallWorx campaign that uses Hanging Banners to share various pizza meal specials with hungry visitors.
Suspended from the ceiling, the messages entice consumers with a promise of quality and affordability: ‘Any small pizza + Buddy. Only R29.90’, ‘Only the freshest and finest ingredients at the best price’ and ‘Lunch all day. Everyday. For Real’.
“Roman’s Pizza is generating awareness about what matters most to price-sensitive consumers: quality and value for money. The campaign offered an innovative way to entice, inform and persuade consumers in an eye-catching manner and in the relevant environment,” says MallWorx’s Executive Head of Sales, Lee Curtis.
Apart from the Hanging Banners placed directly in the food court to maximise the impact at the point of purchase, the three month campaign was strengthened through television, radio and outdoor billboard messaging.
For more information about MallWorx, visit www.primedia-unlimited.co.za.
MallWorx is Primedia Unlimited’s in-mall advertising company that provides advertisers and their agencies access to South Africa’s lucrative middle class shopper who view malls as a lifestyle convergence point. MallWorx has developed a range of media solutions in the township and middle LSM mall environment which influence consumer purchase decision making where it matters most – in the last retail mile. Visit www.primedia-unlimited.co.za for more.