Eagle Boys buys big on print in “biggest-ever” campaign

The pizza chain used an wide array of print to trumpet its new menu launch – the biggest in the home-grown company’s 23-year history.

Group executive marketing manager Christine Hooper told ProPrint: “When you see how our customers interact with us, you realise the importance of print in our marketing campaigns.”

The campaign comprised 18 million national flyers, and 5.7 million local flyer plus more than 3,000 point-of-sale items.

The print was supplied by Chippendale, NSW-based print management company Printrak.

“Printrak’s online system has been designed especially for us and allows each franchisee to order and tailor print material to suit their market,” said Hooper.

“This provides franchisees with independence, flexibility and budgeting, which is important to them. At the same time, it allows Eagle Boys to still maintain control and consistency across all the marketing material which is crucial to the brand,” she added.

Hooper said that direct mail remained one its most effective marketing initiatives. “We know that many customers wait to receive coupons or vouchers in their mailbox. Through colourful and highly visual DM pieces, we can show our customers our new menu items and special deals.”

Eagle Boys has an annual print run of more than 50 million. It said research had indicated that about 48% of people use coupons when negotiating the final brand to buy from.

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