2019 Winner

King of Donair



BronzeNiche Strategy

The King of Donair, from Eastern Canada, used clever wording as a ploy to get people in Western Canada – where it was opening two restaurants – to “Experience Halifax for $7” in ads for a made-up airline called “DonAir.”

DonAir had its own website, a booking widget, in-flight offers and video content with a flight attendant. Why an airline? Because seat sale ads perform better than almost any other ad on social media. Plus, West Coasters would typically have to travel to experience a donair, so the messaging was authentic.

The measurement folks were right: click-through rates for the fake seat sale were over nine times the industry average. Those ads
reached 384,111 people, the Alberta locations tracked a 429% higher sales volume compared to its Halifax locations and the campaign, by Wunder, won Bronze in Niche Strategy.

Stephen Flynn
Creative Director, Wunder

Mike Postma
Director of Innovation, Wunder

Need help? Contact Clare O'Brien at 1-416-408-2300 x307 or cobrien@brunico.com.