How Goldbach Manufaktur boosted the Swiss launch of “Zakee’s Kebab”

A new product is conquering the Swiss market. “Zakee’s Kebab” was recently introduced in around 80 Coop branches. With Zakee’s, Ospelt Oriental Food AG brought a new street-food-at-home concept to the Swiss refrigerated section, making it possible to enjoy kebabs at home. Accordingly, the company faced an exciting challenge: How could the attention of hungry consumers be directed to the new Zakee’s Kebab on the Coop shelf at exactly the right moment?

Since the launch phase in retail was crucial for the long-term success of the product, Goldbach Manufaktur set up a multi-stage campaign across various media types for Ospelt Oriental Food AG. Online and offline measures were combined in such a way that they complemented each other perfectly and reached consumers at the decisive moments.

The starting point: Intercepting the path to the point of sale (POS)

The goal was clear: to address people who were already on their way to Coop to do their shopping. To keep wastage as low as possible, Goldbach relied on a coordinated combination of Out-of-Home (OOH), Digital Out-of-Home (DOOH) and Online targeting.

OOH & DOOH: Precise placement at the point of sale

The analog and digital posters were in use until the end of last week via the marketers Goldbach Neo and APG|SGA. For maximum impact, Goldbach Manufaktur and Ospelt relied on a tailored selection of locations: with the help of AI, the specific access routes to the approximately 80 Coop branches were precisely analyzed.

• The benefit: Thanks to this granular selection, the screens and posters were placed precisely where passers-by were on their direct way to the points of sale.

Google Ads ran in the Online area parallel to the posters. But how do you manage to deliver the advertising material only to people who are hungry for fast food or doner kebabs?

• Geo-targeting: A precisely defined kilometer radius was drawn around the participating Coop branches. Anyone outside this radius did not see the Advertising.
• Interest targeting: Google knows through the search and surfing behavior of users (e.g., searching for recipes, Google Maps clicks on fast-food restaurants, or app usage) who has a high affinity for fast, delicious food. We delivered the ads exactly to this Target group.
• The result: The Online Advertising reached the Target group on all devices – whether gaming on a desktop or on the go on a smartphone. The precisely defined radius ensured that the ads were displayed exactly when users were near a Coop branch.

Conclusion: A campaign does not just have to be “loud.” It must provide the decisive impulse at the right place and at the right time and, above all, be efficient.