Challenge
Steers wanted to grow awareness for their breakfast menu, but only certain stores offered it. A national campaign wouldn’t have just been inefficient; it risked wasting budget and frustrating customers in areas where breakfast isn’t available.
The brief was clear: find a way to drive store-specific visibility without a national campaign and budget.
Solution
We turned to hyperlocal search marketing, focusing our communication around the stores that do serve breakfast, with the goal of reaching audiences such as residents, students, or commuters using high-intent search terms such as ‘breakfast near me’ in those specific areas.
We understand that every consumer has their own distinct search behaviours, so we built tailored content journeys — from search to store — for each audience and neighbourhood.
We optimised local listings and structured local store webpage content, ensuring breakfast-ready stores appeared in the right searches at the right time.
The Result
With zero media spend, Steers saw a 102% year-on-year increase in unbranded organic impressions across breakfast-serving stores.
More than reach, this was relevance and precision at scale. By localising per store, audience type, and need state, we proved that national brands don’t need national budgets to grow impactfully.
The Takeaway
Smart SEM, hyperlocal store marketing, and full-funnel thinking delivered a national result 100% organically.
