How Alley overcame ‘meal fatigue’ to win the Mumbrella Awards’ data prize

Nick Lavidge, founder and CEO of Alley, reflects on winning this year's Mumbrella Award for Data-Driven Marketing for Youfoodz's 'reimagine mealtime' campaign.

Overcoming ‘meal fatigue’ – where customers become bored of menu options – was the objective for Alley’s Youfoodz campaign. How the agency addressed the problem won it the 2018 Mumbrella Award for Data-Driven marketing.

The team used data analytics to identify the onset of winter as the time when customers were most likely to drop the service, and helped develop Youfoodz’s winter menu and subsequent marketing campaign.

Launched in June last year,  the campaign featured a 30-second TVC exploring a ‘Wonka-like land’ of all the foods available. The campaign also featured behind-the-scenes content across interactive ‘hot spots’ and social media.

The decision to enter the awards was based on the challenge, says Lavidge: “Mumbrella Awards are known for tough judging criteria and stiff competition. Since we always love a good challenge, especially as a younger agency, we knew we had to enter.

“Overall, the entry process is a lot of work across multiple parts of the team, however, it’s great to stop and look back at the year and all the great work that was done by the team.”

Alley’s winning 2018 Mumbrella Awards entry for data-driven marketing

A key component of the product relaunch was Youfoodz’s use of Alley’s data findings to develop its revamped winter range which in turn fed back to development of the campaign.

In the entry, Alley described how the agency analysed which cuisines, combinations of ingredients and flavours, and meal names had been the most successful during winter. This data was then used by Youfoodz’ chefs to ensure all meals were designed for maximum consumer uptake.

For Lavidge, explaining this story was a highlight of judging day: “Being able to tell the story of Alley and show the growth we’ve had for our clients in front a dynamic judging panel was a lot of fun.

“You’re only given 20 minutes to present so the difficulty came in being precise with your presentation.

“We were pretty confident because the judging panel stated they we were super impressed with the quantifiable growth we achieved for our client. However, we had some really strong competition so you never know what will happen.”

Lavidge found though that the old school nature of the judging process was the most challenging part, saying: “Creating the printed version of the entry. We’re a digital agency so we don’t do paper often.”

In awarding the prize, the jury said: “Alley was the standout winner for a few reasons: There was a very clear demonstration of ROI, a sophisticated method of data analytics leading to an improved customer experience.

“Alley worked collaboratively with the team from Youfoodz, providing deep, real-time sales insights shaping all aspects of their marketing campaign and driving huge results. Alley’s unique and comprehensive analytical approach stood out from the competition and was both impressive statistically as well as creatively. This group is king of the trade – rich data and analysis driving an amazing client outcome.”

In the entry, general manager of Youfoodz, Kane Sala, said: “We were rapt with how Alley kept themselves accountable for directly driving sales through their activity, as well as their effort to integrate into our in-house creative team despite physical distance.

“Alley raised the bar by showing initiative in using technology to better understand our customers, and demonstrated how they would help us make more sophisticated buying decisions. They have also helped a lot with refining our creative strategy by non-stop testing to determine which creative elements give us the highest return. This why our working relationship remains so strong.”

On the night, Alley also picked up a highly commended in the Insight category and won the Specialist Agency of the Year award. Lavidge said it was justification for the agency’s efforts: “The team was excited to be up for several awards. It’s an excellent pinnacle for all the hard work that was done to get there.”

Lavidge’s advice to other agencies looking at entering awards is to focus on the strengths of previous campaigns: “Think about what is it that your agency does better than any agency other in the world. Then use client case studies and tangible facts to prove that you are the best.”


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