Noodles & Company: IMM's patent pending solution for incrementality

US restaurant Noodles & Company's CMO provided a methodology that accurately measured media incremental impact in driving sales.

Campaign details

Brand: Noodles & CompanyBrand owner: Noodles & CompanyLead agency: IMMCountry: United StatesIndustries: Restaurants & takeawaysMedia channels: Programmatic displayBudget: Up to 500k

Executive Summary

CMOs are having to defend advertising budgets to their CFOs on a seemingly daily basis. The concept of 'above-the-line' marketing is fading as our world becomes increasingly measurable and accountable to drive both ROAS (Return on Ad Spend) and ROI (Return on Investment).

Noodles & Company is not an exception to this trend. Facing an increasingly competitive market, they were seeking an innovative solution...

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