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In the Quick Service restaurant biz, Milio’s Sandwiches has long been known for exceptionally fresh and tasty food. But in Q4 2009, as the economy was spiraling downward and consumers were tightening their wallets, even quality could not prevent sales declines at the 47 locations of this sub shop. The whole category was down 3%. Milio’s competitors were launching aggressive campaigns. Subway alone was outspending Milio’s 42:1. Enter LSB and a campaign strategy that increased Milio’s sales 7%, outpacing the category’s 5.7% growth.

LSB’s fully integrated campaign included POP, newspaper, online, social media and guerilla tactics. But the primary engagement medium was radio which introduced the idea that organized the campaign across all touchpoints: A self professed ‘lonely’ guy so quirky and curious that hoards of consumers were compelled to want to “share” their Milio’s “two for $10” meal deal with him.

Campaign communications invited people to call a phone number to reach and befriend the lonely Gordon. Customers responded by the thousands, calling Gordon only to hear hilarious recorded messages he left daily. Consumers told their friends to call and hear the messages; everyone left their own funny responses. A Facebook page created for the fictitious Gordon allowed him to “converse” with his new found friends and share information about himself, including, of course, his love for Milio’s Sandwiches and the “two for $10” meal deal. Gordon is now a beloved character who continues to drive sales for Milio’s, but he still professes to be lonely. So if you want to leave him a message here’s his phone number: 608- 268-5330.