Cleo's Brazilian Steakhouse

OVERVIEW:

A great dining experience is about more than the food, it's about the presentation and environment. Cleo's Brazilian Steakhouse of San Bruno, CA, knew the power video advertising could have when introducing Bay Area residents to what a restaurant of its type was all about. While TV offered a tempting taste of the experience, the main course came when TV was coupled with digital advertising leading customers to a rich website to learn more.

STRATEGY:

Cleo's target audience included people who appreciated fine meats or who frequented buffet-style restaurants, as well as those looking for a location to celebrate milestones like birthdays, anniversaries and retirements. The campaign was geographically targeted to focus on three zones around the restaurant's location. TV advertising included high-profile networks like Cartoon Network, CNN, Comcast SportsNet Bay Area, Comedy Central, Fox Deportes and Galavision. The digital advertising component on Xfinity.com incorporated the same mouthwatering commercials, and offered the opportunity to visit Cleo's website, where they could view daily specials or make a reservation.

SUCCESS:

Multi-screen advertising helped Cleo’s achieve double-digit sales increases: lunch sales increased 40% while dinner sales rose 30%. The restaurant also saw an increase in return business from new patrons.

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