“Guerrilla advertising” is a term that’s been around since the mid-1980s, used by marketing and advertising executives across multiple industries.
Coined by the American business writer Jay Conrad Levinson, it’s a method of highly-targeted advertising (taking its inspiration from stealth guerrilla warfare) that aims to incur the lowest possible costs whilst delivering maximum audience engagement.
Guerrilla advertising can be a massively useful tool for virtual food brands looking to grab consumer’s attention and increase orders.
So, what exactly is it?
Guerrilla advertising is a promotional tactic used by companies – to provoke an unconventional interaction with their target audience. It usually takes place in public places such as parks, festivals, shopping centres (or the digital sphere!), and takes many different forms.
This could be a flash mob, installation, location or event-specific advertising (for instance, posters or free tastings), digital billboards, social media initiatives or charity partnerships.
Guerrilla advertising usually has a smaller budget than traditional print or digital advertising. It targets smaller, more precise groups – aiming to get a brand’s message out to specific groups.
It’s often more appropriate for younger and “edgier” brands. This means virtual food brands targeting millennial and Gen Z consumers can particularly benefit…
Low budget? Location specific? Surprising and delighting customers? It’s not hard to see how guerrilla advertising is a match made in heaven for virtual food brands.
Here’s three examples of successful food-based guerrilla advertising campaigns, to inspire your ghost kitchen’s marketing efforts.
Free food certainly grabs peoples’ attention – and this is exactly what Childish Gambino leveraged for the launch of his Summer Pack EP in 2018.
Playing on the summery theme, his team gave-out free ice-cream from branded trucks. Whilst people queued up for the pop-up popsicles, they listened to his music played on loudspeakers. This in turn created a party atmosphere and positive associations for consumers; all soundtracked by Gambino.
The comment section on a Burger King Instagram post exploded when a young man described waiting 20 minutes with his girl at the drive-thru. Why? Well, unfortunately his girlfriend was nowhere near a Burger King…
Cue comment-section hilarity and Burger King trending on social media. Many speculated the exchange could have been staged by Burger King, although this remains an internet mystery!
Whatever the truth, the chap in question wasn’t overly concerned – commenting “those whoppers were worth it tho, lol.”
In recent years, pubs have struggled amidst national lockdowns and changing consumer habits.
Greene King launched a campaign where they handed filming responsibilities over to individual pub owners, bar staff and customers – to capture meaningful moments such as weddings, funerals and parties. It was a subtle way to invoke emotion in customers, demonstrating the sentimental importance of pubs.
With this in mind, think about your own audience. What could your food, and the experiences it creates mean to them?
If you’re looking for ideas to promote your ghost kitchen brand, check out the Peckwater Brands blog. From 2022’s best trade shows to inspirational packaging, TikTok food trends and the top food influencers in the UK – we’ve got all the inspiration you need.
Image by Kerve via: https://www.kerve.co.uk/everything/bringing-home-the-bacon/