To deliver positive brand image shifts, we created a highly targeted media campaign announcing and directing people to Taste Space to:

1. Cement Red Rock Deli’s perception and position as a premium snacks expert.

2. Drive brand preference and consideration to purchase.

3. Drive awareness of new flavour combinations.

By creating a three-way link between Taste Space live sales, our digital trade desk and our ad-sever, a seamless automated process was initiated every 10-minutes.

1. An API feed was built between the ‘Taste Space’ point of sales system and our digital trade desk, allowing us to see in real time the sales volumes and flavours being sold.

2.Our digital trade desk used rule-based machine learning to raise or lower the bid to buy digital media, which was geo-targeted to the stores general area.

3. The ad-server also deployed dynamic advertising based on trending flavour variants, specifically avoiding unavailable flavours to avoid failing to meet consumer expectations in-store.

Overtime our algorithm became more sophisticated and predictive, reacting within minutes of a drop or peak in sales, therefore creating a digital campaign which optimised itself in real time.