{"id":3256,"date":"2025-02-20T15:29:43","date_gmt":"2025-02-20T04:29:43","guid":{"rendered":"https:\/\/gotransit.com.au\/?post_type=transit_post&p=3256"},"modified":"2025-06-19T09:43:20","modified_gmt":"2025-06-18T23:43:20","slug":"golden-crumpets-tip-top-a-case-study-in-transit-advertising-success","status":"publish","type":"transit_post","link":"https:\/\/gotransit.com.au\/?transit_post=golden-crumpets-tip-top-a-case-study-in-transit-advertising-success","title":{"rendered":"Golden Crumpets & Tip Top: A Case Study in Transit Advertising Success"},"content":{"rendered":"\n

How a Well-Placed Campaign Drove Awareness, Brand Recall, and Conversions.<\/em><\/em><\/h2>\n\n\n\n

The Case Study<\/h3>\n\n\n\n

Taking place in Toowoomba and the Gold Coast, the case study ran from mid-June to early August 2024. The objective of the campaign was clear: increase brand awareness and consideration among people aged 18-54 who enjoy baked goods.<\/p>\n\n\n\n

To ensure unbiased results, an independent study was conducted by Fiftyfive5 to assess the impact of these ads.<\/p>\n\n\n\n

Golden Crumpets – Key Findings<\/h3>\n\n\n\n

If there is one takeaway from this campaign, is the solidification that stronger the brand, the stronger the recall. Golden Crumpets was featured as a full-back wrap and a portrait wrap on public buses throughout Toowoomba and Gold Coast, and the branding was strong enough to trigger a 63% accurate recall; meaning nearly two thirds of the case study sample spontaneously knew the ad was specifically for Golden Crumpets.<\/p>\n\n\n\n

How Did It Work?<\/p>\n\n\n\n

    \n
  1. The Colours:<\/strong> The bright yellow and red used in the ads are common across food brands. Red invokes hunger, while yellow evokes happiness and warmth. Together, they create a complementary contrast that stands out. But how do we know it\u2019s not a McDonald\u2019s ad?<\/li>\n\n\n\n
  2. The Logo:<\/strong> The classic “Golden Bakery” logo has remained largely unchanged since its origin, even maintaining its signature crumpet character. In both ads, the logo was centrally placed and paired with an image of the product, complete with popular toppings. This combination reinforced brand recognition and made the ad instantly identifiable as Golden Crumpets.<\/li>\n\n\n\n
  3. Being Front of Peoples Minds: <\/strong>Strong branding isn’t going to help if people aren’t seeing it. The Golden Bakery campaign was spearheaded by Marika James from GoTransit using data to optimise the ad placement. The Golden Crumpets transit ads were placed exactly where they needed to be to turn the heads of the target market. <\/li>\n<\/ol>\n\n\n\n

    As for the conversion, a massive 27% of the people who saw the campaign made a purchase of the brands product. To put that figure in perspective, Webapex reported that based off their data analysis and research, a 2%-6% conversion rate for Google Ads is considered \u2018good\u2019.<\/p>\n\n\n\n

    \"A<\/figure>\n\n\n\n

    Tip Top \u2013 Key Findings<\/h3>\n\n\n\n

    Tip Top had positive message take outs from the transit ad; with the main points being that:<\/p>\n\n\n\n