Moes: Go a Moe's

Moe's, an Australian hot dog brand, launched the "Go a Moe's" campaign to increase sales, awareness, and the association between OTR and Moe's.

Executive summary

There are three words that strike fear into anyone's heart: servo hot dog.

Our client, Moe's, sells hot dogs at servos. But they're not servo hot dogs.

Available at On the Run (OTR) convenience stores across South Australia, they're premium, delicious, and high quality. If we could get people to try them, the product could speak for itself. So how did we get them over the servo-scaries?

A comment from a past purchaser - "It hits the spot" - was the insight that drove our strategy. We side-stepped the stereotypes, elevated the product, and gave people permission to...

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