Oliveto - AcrobatAnt

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Since 2012, AcrobatAnt has supported this three-location casual dining chain with menu and website design along with periodic media and campaign strategy. There is often a need to promote catering services and seasonal specials at one or all three locations.

The Challenge

The beginning of the year often causes diners to reduce their discretionary dining-out budget to compensate for holiday spending. Those who enjoy dining out also don’t like to completely forego a great restaurant experience, so Oliveto sought to promote an affordable yet splurge-worthy dining experience.

The Process

AcrobatAnt developed a simple campaign comprised of direct mail and paid social ads. The direct mail targeted residences near the three Oliveto locations within our target household income. For paid social, we tested targeting of two different audiences to optimize performance. The first audience was a traditional geographic and demographic target; the second audience, determined using Claritas data, targeted people who frequent other casual dining restaurants such as TGI Fridays and Chili’s. The messaging was a clear 2-for-$22 message—two can dine for $22 inclusive of a shared appetizer, two entrées, and a shared dessert.

Social media posts for Oliveto created by AcrobatAnt.

The Results

During the campaign period, the website saw a 103% increase in new users compared to the same period the prior year. The traffic had solid engagement with the site—the average session lasted just over a minute—and visitors spent an average of three minutes on the 2-for-$22 landing page itself. The digital campaign reached over 95,000 people an average of four times during the one-month limited-time offer.

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