The Romanian app-based delivery service increased intent to use its service by 2.7 points with the help of Instagram ads that invited people to vote for new food dishes based on local ingredients.
Tazz is the leading food and grocery delivery service in Romania. More than 500,000 people in 29 cities order food with Tazz every month and more than 1.7 million people in Romania have installed the Tazz app since 2019.
lift in action intent (people willing to use Tazz in the near future)
lift in action intent from people aged 18–24
lift in attribute rating from people aged 18–24
Tazz wanted to boost awareness and consideration of its local services among people in Romania, and to encourage people to download the app and try Tazz for themselves.
A menu to vote for
Tazz worked with Meta Creative Shop to create an Instagram campaign with strong audience appeal that would highlight the company’s strength as being the only Romanian-based food delivery company.
Tazz challenged Romanian chefs from restaurants that are featured on the app to reinvent classic international dishes using only local ingredients. The video ads in feed and Stories showed chefs preparing dishes and included the tagline “Legendary local flavors.” Tazz then asked its followers on Instagram to come up with names for the newly created dishes. Voting took place via comments and polls in posts in Instagram feed and Stories, with Tazz vouchers up for grabs for the best suggestions.
The campaign ran from November 3–December 16, 2021 and was measured by a brand lift study, which showed:
- 2.7-point lift in action intent (people willing to use Tazz in the near future)
- 3.6-point lift in action intent among people aged 18–24
- 7-point lift in attribute rating among people aged 18–24
- 2.7-point lift in people perceiving Tazz as a local brand