Effies
Australia
Go a Moe’s
Agency
Showpony Advertising
Client
On The Run
Awards
Bronze
Food and Beverage Brands
Bronze
Small Budget
Gold
Best Smaller State Campaign
Summary
Local hot dog brand, Moes, had a great product but had low salience in a category with a bad reputation, low mental availability, low perceived physical availability, an ageing consumer base and fierce competition.
Deploying a strategy to give people permission to go for it, Moe’s delicious taste, unbeatable value, convenient locations and quick service became a local phenomenon with results to prove it. This campaign delivered performed well above norm for reach and brand recall, as well as sharp uplift in sales.
Case study
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Credits
| Sophie Allchurch | Managing Director | |
| Parris Mesidis | Group Creative Director | |
| Rory Kennett-Lister | Creative Director | |
| Andy Scott | Senior Creative & Copywriter | |
| Ryan Yip | Senior Creative & Copywriter | |
| Nic Maumil | Senior Creative & Copywriter | |
| Chico Zuccato | Art Director | |
| Rory Kennett-Lister | TVC Director | |
| Patrick Cotter | Editor | |
| Andy Scott | Copywriter & Director of Radio | |
| Ana Coelho | Head of Strategy | |
| Laura Tregloan | Account Director | |
| Julia Palombo | Account Manager | |
| Lisa Browne | Producer | |
| Alex O’Neil | Production Assistant | |
| Scott Illingworth | Sound Producer | Seeing Sounds |
| Emerson Hoskin | DOP | Freelancer |
| Jake Viskic | 2nd Camera | Freelancer |
| Emerson Hoskin | Editor | Freelancer |
| Duy Dash | Photography | Freelancer |
| Kim Russell | Head of Marketing | On The Run |
| Sally Huefner | Senior Marketing Manager | On The Run |
| John Robinson | Marketing and Insights Manager | On The Run |
| Callum Davies | Research & Customer Insights Manager | On The Run |