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Safefood Raises the Heat in new Dynamic DOOH Campaign

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With the OOH industry slowly springing back into to life, Safefood is gearing up for the surge in bank holiday barbeques with a dynamically triggered DOOH campaign on display this weekend.

Promoting food safety awareness and highlighting the dangers of undercooked burgers, the campaign incorporates a temperature trigger via PML Group’s LIVEPOSTER platform. This trigger variable prompts a copy change when the temperature surpasses 18 degrees to include the tagline ‘It’s A Hot One’. The campaign also incorporates motion within the design to attract further attention.

The IOI dynamically enabled campaign is running on compatible retail networks including Tesco Live, Adshel Live, Adtower at SuperValu stores and Digitower in the Republic. Provincewide Adshel Live, Asda Live and digital screens in shopping centres host the message to cater to audiences in Northern Ireland.

The strategically selected formats and locations were planned by Source out of home and PHD. Creative is by JWT Folk.

OCS, the Outdoor consumer study of 1,500 Irish adults exclusive to PML Group, finds that two thirds of all adults are interested in DOOH screens displaying messaging related to weather.

Dr Aileen McGloin, Director, Marketing & Communications, safefood commented; “For many of us, a home barbeque is one of those activities we can still enjoy despite the current Covid-19 restrictions. And with recent supermarket data revealing that BBQ-related purchases were on the increase; we knew the time was just right to remind people about having a safe barbeque and preventing unnecessary food poisoning. With our latest campaign, we wanted to celebrate those barbeque experts and say ‘well done’ to them – because that’s exactly how burgers should be cooked on the BBQ! Using a temperature-triggered dynamic approach was also very important for us to get our food safety messages in front of people when it was most relevant.”

Louise Keogh, Account Executive in Source out of home concluded; “As the temperatures rises, so does the use of BBQs. The complementary use of the temperature trigger in this campaign gives Safefood the opportunity to target audiences with important information by targeting specific moments of relevance”.

Source: ADWORLD

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