Project Background
Every year, Lennys Subs celebrates Lennys Day — a nationwide event built to drive foot traffic into stores, reward loyal guests, and energize franchisees across the country.
For 2025, the goal was to bring that energy back in a big way — to reignite excitement, boost in-store visits, and reconnect with Lennys fans nationwide. The challenge? Deliver one of the strongest Lennys Days in company history with a fraction of the budget used in prior years.
We partnered with Lennys to execute a nationwide campaign for their biggest annual event — Lennys Day. The result: record-breaking in-store traffic, sold-out locations, and one of the most successful days in the brand’s history, all achieved with a fraction of the spend used in prior years.
Objectives
Drive In-Store Traffic: Bring customers into local Lennys locations nationwide through paid and organic efforts.
Maximize Impact with Limited Spend: Deliver big results on a lean, performance-optimized budget.
Reignite Brand Excitement: Build anticipation and buzz around the annual event to reengage loyal fans.
Sustain Franchise Momentum: Equip franchisees with creative assets and campaign materials that amplify local reach.
Key Features Delivered
Hyper-Targeted Paid Funnel: Location-based Meta Ads designed to convert impressions into in-store visits.
Full-Funnel Creative Strategy: Over 120 pieces of content tailored for awareness, engagement, and conversion.
Organic & Paid Synergy: Unified content calendar driving consistent national messaging with localized execution.
Real-Time Optimization: Continuous performance tracking and agile adjustments to sustain all-day momentum.
Franchise Integration: Custom creative support and rollout toolkits for individual locations.
Our Approach
Discovery Phase:
Collaborated with Lennys’ marketing team to align national objectives with store-level performance goals.
Reviewed past Lennys Day data to identify high-performing tactics and avoid previous inefficiencies.
Strategy & Development Phase:
Campaign Architecture: Designed a multi-stage funnel to build awareness pre-event, convert engagement on the day, and re-target post-event audiences.
Creative Production: Developed over 120 original assets including short-form video, motion graphics, and static visuals optimized for each funnel stage.
Targeting Execution: Built granular Meta audience sets focused on proximity, purchase intent, and local engagement signals.
Implementation Phase:
Paid Media Launch: Activated hyper-local campaigns nationwide with tailored ad copy per region.
Live Optimization: Adjusted creative and spend hourly to maintain cost efficiency and maximize conversions.
Organic Amplification: Paired paid performance with a robust organic push, encouraging UGC and brand interaction.
Results
Record-Breaking Turnout: Stores nationwide saw such high traffic that several sold out of product and closed early.
Historic Sales Day: Cemented this campaign as one of the most successful Lennys Days in company history.
Cost-Efficient Success: Achieved standout results with a fraction of the budget used in prior years.
Elevated Brand Energy: Franchisees reported overwhelming community response and heightened engagement across channels.