The Objective
The Danish Crown Group is the largest meat processing company in Europe, which means Danish Crown Beef is a major player in the European beef market. Today, we’re talking burgers. Danish Crown sought to position its Burger Boost product as the choice for Generation Z.
The Solution
Together with their digital media agency, PL & Partners, Danish Crown used one of TikTok’s most native ad formats to sell in the burger dream to Gen Z, Spark Ads. This new format takes an existing organic asset and boosts it as either an In-Feed Ad or TopView, capitalising on true authenticity and native content whilst retaining the targeted approach paid media provides brands. Users can follow the creator or brand directly by tapping the “+” button or swipe left to view their profile. And a CTA button drives users to an external landing page to explore more.
The creatives used Gen Z to feature Danish Crown’s beef product, Burger Boost, in entertaining ways. One ad concept showed a young and relatable guy making burger recipes at home to get the taste buds tingling while another concept set young people a challenge to remake the recipes. The results were both funny, relatable and informative, and so creatively a perfect match for the entertainment-hungry TikToker. Both the burgers and the results were delicious.
The Results
The campaign hit the spot, raking in over 2.4 million six-second video views, of which 8% were completed views. Considering the ads were 40-60 seconds long this was hugely impressive. The ads received over 137,000 likes, comments or shares and over 11,500 burger lovers became new followers, proving the ads had been engaging enough to entice them in. To further prove the success of this campaign, the average watch time came in at 11.5 seconds which was double the watch time Danish Crown had seen on any other platform.
