Campaign Summary

To support the launch of Mary Brown’s new Hot Honey Sandwich, Mary Brown’s partnered with Disney+ for a co-branded campaign tied to the release of Daredevil: Born Again. The campaign rolled out in three waves with unique creative assets for each phase (From March 4th to June 2nd 2025), aligning bold new menu items with high-impact entertainment moments.

Challenge to Solve

This campaign marked a shift in targeting strategy tapping into a new entertainment-focused audience aligned with the Daredevil collaboration. The challenge was to effectively reach and engage this unfamiliar segment while maintaining performance across core food-focused audiences.

What We Executed

We implemented a multi-phase media plan that layered entertainment affinity audiences into all targeting approaches including intent and contextual strategies across programmatic video, display, and paid search. Creative was refreshed with each wave to maintain engagement, and new audience segments were tested across all platforms to ensure strong alignment with the Daredevil x Mary Brown’s positioning.

As the campaign progressed, we closely monitored performance to capitalize on the segments driving footfall most efficiently. We refined targeting by doubling down on high-performing groups, ensuring cost-effective footfall generation. Key to this was maintaining a balance between retargeting and competition-driven audiences, which were run long enough to collect sufficient data for effective optimization.

What We Executed

We implemented a multi-phase media plan that layered entertainment affinity audiences into all targeting approaches including intent and contextual strategies across programmatic video, display, and paid search. Creative was refreshed with each wave to maintain engagement, and new audience segments were tested across all platforms to ensure strong alignment with the Daredevil x Mary Brown’s positioning.

As the campaign progressed, we closely monitored performance to capitalize on the segments driving footfall most efficiently. We refined targeting by doubling down on high-performing groups, ensuring cost-effective footfall generation. Key to this was maintaining a balance between retargeting and competition-driven audiences, which were run long enough to collect sufficient data for effective optimization.