Case Study
Zesto of West Columbia
Media Buying | Media Production & Creative
The Client
Zesto of West Columbia is a fast-food restaurant that has become a staple in Columbia, SC. Serving their loyal customers over the past 75 years for their famous broasted chicken, hamburgers and ice cream. They strive for excellence in customer service, food freshness, food quality and cleanliness in our restaurant.
The Charge
Like many fast food restaurants, Zesto relies heavily on brand awareness and direct response campaigns. SMP presented an idea for a TV commercial campaign that would rely heavily on the iconography that has become their brand over the 73 years in business, which was already well-established by SMP-coordinated billboard and radio campaigns.
The Deliverables
SMP wrote and produced a TV campaign that could be optimized for three mediums: digital, traditional, and social. Creating versions that could reach the whole of Zesto desired audience and future customer base. The use of narrative storytelling and brand presentation helped bolster the effectivenss of the overall campaign.
The Results
The campaign and creative drove significant public attention to Zesto of West Columbia. SMP delivered final products that were enthusiastically received by the client. SMP was able to drive in uptick in overall sales for the month of September 2023 compared to September 2022.
YOY Revenue Increase
Campaign Dollars Saved
Our Work
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Zesto took advantage of SMP's creative abilities to put together an effective multimedia campaign.
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