The Challenge
When PDQ introduced its new Tender Luvin’ Subs, the brand needed more than traditional promotions. The goal was to create excitement around each flavor—honey mustard, ranch and spicy—while encouraging guests to interact with the brand and try the new items.
The Solution
Acquired Taste created an interactive “Taste Match” campaign inspired by contemporary dating apps. Guests could “meet their match” by taking a short quiz that paired them with a like-minded sub-personality. Key elements included:
- Interactive Quiz: Fun, repeatable quiz connected guests with a sub flavor profile.
- Email Campaigns: Engaging CTAs drove users to the landing page.
- Social Media Activation: Playful Instagram profiles for each sub amplified reach and drove awareness.
- Dynamic Design: Landing page design and copy reflected PDQ’s brand voice and playful energy.
The Results
The campaign delivered impressive engagement:
- High Landing Page Traffic: Over 11,000 sessions generated strong awareness.
- User Engagement: More than 8,500 users participated, many retaking the quiz for new outcomes.
- Email Performance: 22% of new users came directly from email clicks.
- Menu Awareness: By interacting with all three sub-personalities, guests were encouraged to try multiple new items.
