Serving up results: QSR brand drives 81% of web traffic with strategic TV campaign

Rising above pandemic challenges with data-driven strategies

During the pandemic, quick-service restaurants faced headwinds as more consumers embraced home cooking. But as digital ordering surged, one QSR brand saw an opportunity to re-engage fast-food lovers and drive app-based delivery. By leveraging Bell First Party Data and activating through SAM, the brand executed a campaign that reignited consumer interest and delivered measurable results.

Serving data-driven success

The brand used Bell Audience Manager to identify fast-food enthusiasts with a high intent to purchase. The team activated Bell’s pre-built “Fast-Food Diners” segment, defined by consumers who:

• Visited fast-food or pizza websites
• Had shown at least 4 visits in the last 30 days

This frequency variable helped isolate true enthusiasts, ensuring higher relevance and stronger return.

Connecting with fast-food lovers through SAM

The campaign was activated through SAM (Strategic Audience Management), ensuring TV impressions reached this audience across their preferred channels.

YouGov’s brand lift study revealed strong performance across key KPIs:

• 1.7x greater purchase consideration (both in-restaurant and app-based)
• 2.4x stronger promotional appeal
• 1.5x higher perception of “good taste”
• 1.3x stronger association with “freshly made”
  

Among exposed viewers, 57% enjoyed the ad, 45% reported a more favourable opinion, and 42% improved their consideration of the brand.

Proving success through data

Bell Attribution Insights confirmed that the campaign drove real behaviour.

• 81% of the company’s web traffic came from households exposed to the campaign
• Exposed users visited the website at a rate 16.4% higher than unexposed viewers
• 78% of the SAM Attribution base was exposed to the campaign at least once
  

These results not only validated the audience strategy but also reinforced the power of using frequency and behavioural signals to define high-intent segments.

Conclusion

In a time of disruption, this QSR brand used Bell First Party Data, SAM, and Bell Attribution Insights to craft a highly targeted campaign that delivered real impact. By focusing on consumer behaviour and frequency, they turned uncertainty into success, proving that precision targeting drives tangible business outcomes, even during challenging times.

Source: Bell First Party Data/Bell Attribution Insights and YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.