Client

The Challenge

Research in Wisconsin, Minnesota, and Iowa was clear: given the choice, sandwich customers preferred doing business with a local company. So we created the “Local Matters” initiative, where a portion of sales benefit a new group of worthy, local non-profits each quarter.

Follow-up research has proven that the sub-brand, and the concept it drives, are directly responsible for new sales. “Local” is a powerful message 365 days a year, not just on “Small Business Saturday.” And you don’t have to BE a local to value locally-owned businesses.

Campaign goals:

Raise money for local non-profits (a portion of sales of a sandwich goes towards a local non-profit).
Connect “community” to Milio’s branding.
Drive user traffic and sales from the campaign.

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What we did:

Crafted messaging around Local Matters.
Built and launched a landing page for Local Matters.
Designed digital and print creative collaterals: store signages, social media posts, digital ads, email banners, and flyers.
Launched the following initiatives to promote the Local Matters Campaign to the community: Social Media Campaign, Digital Advertising Campaign, Email Marketing Campaign, PR Campaign with partners, and an Influencer Campaign (most notably with Midwest Munchers).

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The results:

In its first year (June 2021 to May 2022), Milio’s Sandwiches has donated nearly $100,000 to food banks, children’s causes, humane societies, veteran’s programs, and shelters for domestic abuse victims.
The campaign brought over 14,000 unique users to Milio's website with a 54.91% bounce rate.
The ad campaign averaged $0.20 on Ad Spend per Average Order Value.

Unique users from campaign

over 14,000

Ad Spend per Average Order Value

$0.20

Donation to local groups

nearly $100,000