THE SITUATION
A first-year food truck cannot coast.
Typecta had built the brand from scratch - concept, identity, the lot - and the opening had momentum. Openings always do. The brief was what comes after: revive that momentum and spike sales, on a food truck budget.
Easter was around the corner. That was the whole plan, and it was enough.
WHAT WE DID
01
The primer
Awareness ads first. PBF was in its first year and the concept still needed introducing, so we built the fanbase before asking it for anything.
02
The launch
The Easter Feaster: a limited-time combo at an irresistible price, pushed with multiple ads across varying copy, audiences and creative - and the campaign's look carried across every PBF channel so the whole brand said one thing.
03
Measure and iterate
We read the data as it came and iterated the approach. Demand outran the roster - PBF recruited extra staff mid-campaign to keep up.
WHAT IT PROVES
TIMING IS A MULTIPLIER. THE SAME OFFER A MONTH LATER IS JUST A DISCOUNT.
Product, price, promotion and timing pulled in the same direction for once, and the ads only had to find the people. That is transferable to any business with a calendar.