Boudin is known mostly as a lunchtime destination, but in the summer of 2010, Boudin management identified an opportunity to drive more sales during dinner hours. We launched a marketing effort called “Boudin for Dinner.” In the store, we reminded current customers when and why they might visit a sandwich shop for dinner (not necessarily a natural connection for lunchtime diners).

In addition to in-store efforts, we created Boudin’s first TV commercials. Since the TV spots couldn’t target only the people familiar with the brand, we brought the brand to life with tasty shots of bread baking—before inviting the audience in for dinner. Even without a promotional offer, the TV generated a boost in sales equal to the cost of the media.