Baja Fresh is running its first digital promotion in 65 Los Angeles locations to understand which types of digital ads are most effective in driving in-store traffic. While the fast casual chain has dabbled in its own Facebook, Twitter and Pinterest efforts, digital in general is new territory for the company. "[This promotion is] really a test for us to see if digital is a good addition to the advertising mix," said Jerry de Lucia, senior director of marketing and product development at Baja Fresh.
Mobile coupons in particular play a big role in the initial digital effort.
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