VI. foodoraFIFTY

What did we create?

To launch the largest marketing initiative ever for foodora Canada, we went big and painted each market pink to bring to life our new strategic vision for the brand.

Mass integrated campaign (3 markets - Toronto, Montreal, Vancouver)
OOH - billboard ads, static & digital transit shelter ads, subway & streetcar takeovers
Digital campaign
- Homepage takeovers
- In-app and push
- Email - targeted
- Standard and rich media banners
- Influencer partnerships
- Organic and paid social (IG, FB, TW, SC, YT)
- Pre-roll
Radio spots x 2 :30s
Experiential - branded food truck activation
Brand ambassador activations
In-restaurant collateral
Direct mail

Why is this project one of my faves?

After years of working alongside brilliant Strategy & Creative directors within the advertising industry, I was able to both strategically and creatively direct foodora Canada’s largest marketing effort ever, across 3 major Canadian markets (Toronto, Montreal and Vancouver).

This project was a huge milestone for me for a number of reasons. After leading a company wide brand refresh through workshops with the executive team and redefining the brand architecture, we endeavoured on a mass media acquisition play, something the company had never invested so heavily into.

I was able to marry my love for brand strategy and creative execution to paint our major Canadian markets pink, all while coming in under the projected budget. Not to mention, we exceeded our acquisition targets established by pre-campaign KPIs by 2.3x.

What role did I play?

Marketing Campaigns Manager - foodora Canada

Campaign driver. I brought the campaign to life with the support of my incredible team.

I established a new brand strategy for the company through a number of brand development exercises. The brand development exercises resulted in a new mission, purpose, value proposition and supporting pillars, all of which were defined by quantitative and qualitative research (which I led from a marketing perspective, and supported the design of the research model).

The new brand strategy allowed for me to create a campaign structure focused on targeting existing customers to reinforce repeat behaviour, and a mass acquisition campaign tailored towards each market. I utilised the relationships I held in each department to define every tactic to further resonate with the audience.

How did I add value to the project?

Team building. While I wore many hats during this project, I believe the way in which I was able to ensure success was through driving a cohesive team environment. Not only was I placed in charge of leading the marketing team, I was also responsible for defining and driving the account management, sales and CSR teams objectives and goals for campaign success.

Through working directly with team leads and local markets, I was able to launch 3 massively successful campaigns that were fulfilled by each and every department across the company.

Who did I learn from?

Marketing foodora: Matt Rice, Sadie Weinstein, Huy Tran, Rob Feher
Creatives: Briin Bernstein, Roberto Cortez

Home