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Brutal Fruit: spritzer deals on the venue screens.

Brutal Fruit ran a Tier 1 campaign on the venue network: squeeze-back ads on the venue screens, deals in the venue web app, and a short profiling question before each reward.

Results to followThe ads ran in August 2022. Results to follow.

  • Squeeze-back ads
  • Venue web app
  • Rub to reveal
  • Profiling questions
Client
AB InBev (Brutal Fruit)
Sector
Drinks
When
August 2022
Engagement
A venue TV squeeze back: the Brutal Fruit You Belong advert in the window, a woman raising a glass in a garden, framed by a Brutal Fruit Spritzer ad: purchase any 2 Brutal Fruit Spritzers for R50. 18+.

A paid campaign on the La Parada and Tiger's Milk venue network. Results are not yet on file.

All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada

Tiger's Milk 16

Gauteng

  • Bedfordview
  • Bryanston
  • Cedar Square
  • Melrose Arch

Western Cape

  • Blouberg
  • Camps Bay
  • Century City
  • Claremont
  • Durbanville
  • Kloof Street
  • Muizenberg
  • Stellenbosch

and 4 more Tiger's Milk restaurants

La Parada 9

9 La Parada restaurants

Every campaign on the network ran in all of them at the same time.

Not for persons under the age of 18. Enjoy responsibly.

The brief

AB InBev booked Brutal Fruit Spritzer onto the Tiger's Milk and La Parada venue network, in 16 Tiger's Milk and 9 La Parada restaurants at the same time, on a Tier 1 package: deals on the venue TVs, the same deals inside the venue's web app, and one short question before every reward.

The brief set out the offers, a tapas meal deal, an incentive for the waiters who sell it, and five profiling questions. Every piece of artwork in it was signed off before it went live: the app's home button and top banner, the meal-deal tiles and the offer page, with its rub, reveal and redeem tiles.

Client
AB InBev, Brutal Fruit Spritzer
Venues
16 Tiger's Milk and 9 La Parada, all at the same time
Package
Tier 1 on the venue network
On screen
Five squeeze-back loops, August 2022
Waiter incentive
R5,000 split across the stores
Questions
Five, one shown before each reward

The idea

Brutal Fruit Spritzer app banner: any two Brutal Fruits for R50, a bucket of 4 Brutal Fruits for R100, 275 ml, head to drink specials to redeem the offer. 18+.

Any two for R50. A bucket for R100.

Two simple prices, said the same way on the TV, in the app and at the table. A guest who sees the deal on the TV opens the venue app, answers one question about what they like, rubs a tile and shows the waiter: an insight for a reward.

  • Sell Brutal Fruit by the pair and by the bucket
  • Pair it with tapas in a meal deal
  • Learn what guests drink, eat and enjoy
  • Put the waiters behind it with an incentive

On the screens, in the venue

Five squeeze-back loops ran on the venue TVs in August 2022. The picture squeezes back into a window and Brutal Fruit takes the frame around it with one deal. Each loop below is the campaign's own L-shape and deal, with Brutal Fruit's Spritzer films playing in the window.

  • A venue TV squeeze back: the Brutal Fruit You Belong advert in the window, a woman dancing in a yellow dress, framed by a Brutal Fruit Spritzer ad: purchase any 2 Brutal Fruit Spritzers for R50. 18+.
    Any 2 spritzers for R50The You Belong advert in the window: fashion and dance. August 2022.
  • A venue TV squeeze back: the Brutal Fruit Spritzer adverts in the window, the Spritzer bottle in a splash of water, framed by a Brutal Fruit ad: enjoy a bucket of 4 Brutal Fruit Spritzers and pay for 3. 18+.
    Bucket of 4, pay for 3Both Spritzer adverts in the window: friends, the splash and the pour. August 2022.
  • A venue TV squeeze back: the Brutal Fruit Spritzer adverts in the window, friends at a long table in a forest, framed by a Brutal Fruit ad: purchase a bucket of 4 Brutal Fruit Spritzers for R100. 18+.
    Bucket of 4 for R100Both Spritzer adverts in the window: the Ruby Apple flowers and the forest table. August 2022.
  • A venue TV squeeze back: the Brutal Fruit You Belong advert in the window, a woman laughing in a garden, framed by a Brutal Fruit ad: buy 3 tapas and a 275 ml Brutal Fruit Spritzer for R220, Monday to Thursday only. 18+.
    3 tapas and a spritzer, R220Both Spritzer adverts in the window: the garden table and the pour. Monday to Thursday. August 2022.
  • A venue TV squeeze back: the Brutal Fruit You Belong advert in the window, friends dancing in white, framed by a Brutal Fruit ad: buy 5 tapas and two 275 ml Brutal Fruit Spritzers for R350, Monday to Thursday only. 18+.
    5 tapas and two spritzers, R350Both Spritzer adverts in the window: the pool, the dance and the pour. Monday to Thursday. August 2022.

Slim ads with the same deals ran along the bottom of the screens.

A venue TV L-shape: the Brutal Fruit Spritzer frame, enjoy a bucket of 4 Brutal Fruit Spritzers and pay for 3, around a window playing the Brutal Fruit Ruby Apple Spritzer advert full screen. 18+.
L-shape with the advert full screen. The Brutal Fruit Spritzer film in the window of the bucket-deal L-shape.
A venue TV playing the Brutal Fruit Spritzer You Belong advert full screen, with its enjoy responsibly 18+ line, and a slim bottom scroller: purchase any 2 Brutal Fruit Spritzers for R50, connect to Wi-Fi for deal.
Full screen with a bottom scroller. The Spritzer film full screen, with the R50 slim ad along the bottom.

All the screens on this page are built from the campaign's own L-shapes and slim ad and Brutal Fruit's two Spritzer films (Ruby Apple and You Belong); what plays in each window is illustrative.

Four ways in

The deal on the TV led to the same deal in the venue web app, from the first screen to the specials.

  • The TVThe squeeze back on the venue TV.
  • La Parada home button with Brutal Fruit Spritzer bottles and glasses. 18+.
    The home buttonBrutal Fruit on the app's way home.
  • Drinks special tile: Brutal Fruit Spritzer bottle and glasses among flowers, 2 for R50, 275 ml. 18+.
    The specials tile2 for R50 in the drink specials.
  • Drinks special tile: a bucket of Brutal Fruit Spritzer bottles on ice, bucket deal, get 4 x 275 ml Brutal Fruit. 18+.
    The bucket tileFour in a bucket.

From the TV to the table

From the TV to the table in eight steps, on the venue's free Wi-Fi and in the phone's browser, with no app to download.

Eight steps

  1. See the dealA squeeze back frames the picture on the venue TV with the Brutal Fruit price. A venue TV squeeze back, the Brutal Fruit You Belong advert in the window, with a Brutal Fruit Spritzer ad: purchase any 2 Brutal Fruit Spritzers for R50. 18+.
  2. Open the venue appOn the free Wi-Fi, the La Parada web app opens with Brutal Fruit on the home button. La Parada home button with Brutal Fruit Spritzer bottles and glasses.
  3. Pick the dealIn the drink specials, the guest picks a Brutal Fruit deal. Brutal Fruit Spritzer drinks special tile: 2 for R50.
  4. Or take the bucketFor the table, the bucket deal: four 275 ml Brutal Fruits in a bucket. Brutal Fruit Spritzer drinks special tile on a phone: bottles on ice, bucket deal, get 4 x 275 ml Brutal Fruit. 18+.
  5. Answer one questionOne of the profiling questions, picked at random, must be answered to unlock the offer. Brutal Fruit Spritzer offer tile: any two 275 ml Brutal Fruits for R50, answer below to redeem the offer.
  6. Rub the tileA virtual scratch card: rub the tile to reveal the reward. Pink Brutal Fruit Spritzer rub tile: rub tile to redeem, terms and conditions apply.
  7. Claim at the tableThe guest taps Claim and shows the screen to the waiter, who rings up the deal and redeems it. Brutal Fruit Spritzer reveal tile: bottles, glasses and grapefruit at a garden party, with a Claim button. 18+.
  8. Make it a mealIn the meal deals, Brutal Fruit comes with La Parada's tapas: five tapas with a complimentary 640 ml Brutal Fruit. La Parada meal-deal tile on a phone: a Brutal Fruit Ruby Apple Spritzer bottle and glass beside tapas, 5 tapas for R299, any tapas, sides and or desserts, and a complementary Brutal Fruit 640 ml. 18+.
A venue TV squeeze back, the Brutal Fruit You Belong advert in the window, with a Brutal Fruit Spritzer ad: purchase any 2 Brutal Fruit Spritzers for R50. 18+.
Step 1 of 8

The deals

Four prices on the screens, two meal deals in the app. Every deal needed a purchase, and every discount was redeemed in the app.

  1. Any two R50

    Any two 275 ml Brutal Fruit Spritzers.

  2. The bucket R100

    A bucket of four 275 ml Brutal Fruit Spritzers. Another loop sold the same bucket as four for the price of three.

  3. Tapas, Monday to Thursday R220 · R350

    Three tapas and a 275 ml Brutal Fruit Spritzer for R220, or five tapas and two for R350.

The meal deals in the app

  • La Parada meal-deal tile: 5 tapas for R299, any tapas, sides and or desserts, with a complimentary Brutal Fruit 640 ml. 18+.
    5 tapas for R299With a complimentary Brutal Fruit 640 ml.
  • La Parada meal-deal tile: 3 tapas for R199, any tapas, sides or desserts, with a complimentary Brutal Fruit 340 ml. 18+.
    3 tapas for R199With a complimentary Brutal Fruit 340 ml.
  • Brutal Fruit Spritzer offer tile: a bucket of four 275 ml Brutal Fruits for R100, answer below to redeem the offer.
    Answer to redeemThe bucket deal's offer tile.
  • Pink Brutal Fruit Spritzer rub tile: rub tile to redeem.
    Rub to redeemThe scratch card before the reveal.

How it worked

The network ran on an insight-for-reward model: the guest tells the brand something, the brand gives the guest something.

Five profiling questions

One question, picked at random, stood between the guest and the reward. The answers came from drop-downs, so each one could be counted.

  1. What's your favourite Brutal Fruit flavour? Apple ginger, litchi, strawberry, lemon, peach or cranberry.
  2. What meal makes a perfect pair with your Brutal Fruit? A salad, a main, a burger, pizza or tacos.
  3. What category of alcohol do you drink the most? Beer, wine, spirits, cider or shots.
  4. What are your interests? Food, music, sports, entertainment, travel, or health and wellness.
  5. How likely are you to choose Brutal Fruit on your next purchase? From “my first choice” to “I would not consider it”.
Rub, reveal, redeem

After the answer, the guest rubs a tile to reveal the reward, taps Claim and calls the waiter or manager, who scans it. Every discount was redeemed through the app, so each deal sold was counted against the brand, and a guest could claim a favourite deal again every 15 minutes.

The waiters

Waiters told every table to connect to the Wi-Fi and explore the deals, and needed to know the specials by heart. Brutal Fruit put R5,000 behind them, split across the stores.

What the guest gives

Signing in to the Wi-Fi asks for a name, age, gender, date of birth and an email address or phone number. The brand sees the answers as market research, not as a mailing list.

The results

The results of this campaign are not on file yet. When they are found and checked, these are the measures they will show.

Brutal Fruit dashboard

What it will measure

August 2022, 4 weeks · sample

Example dashboard Mostly sample data, not campaign results. This campaign ran, but its results are not on file yet. The five squeeze-back loops and the R5,000 waiter incentive across the stores are from the case study. Those figures are tagged From the case study; everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    1,384

    Deals redeemed

  • Sample

    1,736

    Profiling answers

  • Sample

    34%

    Category share

On the screens

  • From the case study

    5

    Squeeze-back loops

    Brutal Fruit loops on the venue TVs in August 2022

  • Sample

    21,460

    Screen plays

    Squeeze-back and slim ads played on the venue TVs

Screen plays a week
Screen plays, by loop

Deals

  • Sample

    1,384

    Deals redeemed

    Deals claimed in the venue app and redeemed by the waiter

  • Sample

    115

    Deals redeemed a store

    Average a store

  • From the case study

    R5,000

    Waiter incentive

    Split across the stores

Deals redeemed, by deal
Deals redeemed a week
Answer to redemption

of profiling answers ended in a redeemed deal

Profiling

  • Sample

    1,736

    Profiling answers

    Answers to the question shown before each reward, picked at random from five

  • Sample

    34%

    Category share

    Share of guests naming cider as the category they drink most

What category of alcohol do you drink the most?
  • Cider 34%
  • Beer 27%
  • Wine 18%
  • Spirits 15%
  • Shots 6%
What's your favourite Brutal Fruit flavour?
Answers, by question

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

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