Rebel Foods – The 500 Calorie Project
Increasing restaurant orders for Rebel Foods’ ‘500 Calorie Project’ with Interactive Add-Ons and custom Calls-To-Action
The objective
Appetizing audiences looking for healthy meals through Rebel Foods’ cloud kitchen delivery service
Headquartered in India, but operating in countries across Asia and Europe, Rebel Foods established itself as a trailblazing internet-based restaurant that reinvented the food delivery landscape by operating a network of cloud kitchens. Having started out in 2011 as a physical location equipped with online ordering capabilities, they pivoted to a cloud kitchen model in 2015 demonstrating their innovative and prolific approach to the restaurant industry that has led to their success today.
With multiple brands like Faasos, Behrouz Biryani, Ovenstory Pizza, and Mandarin Oak, they grew to be the largest chain of cloud kitchens globally with operations now located in Indonesia, Saudi Arabia, the United Arab Emirates, Singapore, Malaysia, Hong Kong, and the United Kingdom.
Seeking to increase awareness for one of their restaurants, The 500 Calorie Project, with the ultimate goal of driving orders for their health-forward meals, Rebel Foods opted for a TikTok advertising strategy that would drive maximum views optimized for conversions in the form of restaurant orders.
Working exclusively with branded, organic content on their page coupled with several TikTok ad solutions, Rebel Foods and The 500 Calorie Project aimed to deliver delicious healthy food with ease and efficiency.
The solution
Encouraging discovery and driving orders via In-Feed Ads, Smart Performance Campaigns, and more
As experts in the food and beverage industry, with particular experience when it comes to understanding how best to drive delivery orders, the team at Rebel Foods knew that for hungry shoppers looking to place orders, short-term decision-making reigns supreme. It’s for this reason that part of their strategic approach to advertising for The 500 Calorie Project, a restaurant whose ethos is to serve meals with no more than 500 calories each, was to ensure their creative content was extremely visually appealing as a means of inciting hunger (and orders!).
Sharing content that highlights the sensory qualities of the restaurant’s offerings, including focus on the meals’ texture, temperature, and size, they also set their content up for regional success by adding voiceover and text in local Saudi dialect. With this approach to content marketing, the Rebel Foods’ team ensured that their content would be mouth-watering, informative, and conversion optimized.
They further solidified the conversion potential of their content by ensuring videos would be no more than 15 to 20 seconds long, and by including Interactive Add-ons to their In-Feed Ads. They included pop-up calls to action and by utilizing Smart Performance Campaigns within TikTok’s Ads Manager platform, they were able to drive maximum results.
The results
Serving up increased views and orders for The 500 Calorie Project
With dual campaigns delivering between August 1st and 15th 2023, Rebel Foods were able to increase the order retention rate for the restaurant by 62% week-over-week. Their campaigns generated 666,365 video views in total, a 60% conversion rate and 1.39% click-through-rate.
We are thrilled with the results of our TikTok campaigns. We have seen significant improvements in conversion rates, retention, and sales. We are particularly impressed with the effectiveness of retargeting and the creative content that was developed for the campaign. We look forward to continuing our partnership with TikTok to achieve even greater results in the future.