GigaSavvy | Agency Profile, Contacts, AOR, Client Relationships

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Female Gen-X, Millennial Digital Opps: The Flame Broiler elevates marketing head amid spend declines (Score 43)

Sales lead: Reach out to the new marketing leader for more information. 

• The Flame Broiler (TFB) promoted Daniel Lee to CTO & CMO late last year. 
• Lee joined the company as brand & technology head in 2014.
• Lee is now responsible for all of TFB's marketing activity. 

TFB's target demographic: Gen-X & millennials with a female skew

The company will likely:

• Ramp digital ad spend back up
• Seek additional agency assistance 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• 2022 spend: TFB spent about $57.5k on digital display ads in 2022. 
• 2022 data: 7.5m impressions via Facebook (52%), Instagram (46%), and desktop display (2%). 
• 2020-2021 spend: Full-year spend dropped by 36% from $107.6k in 2020 to $68.7k in 2021. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, allrecipes.com, and marthastewart.com. It placed 1% of these ads indirectly through an unknown channel onto sites such as cookinglight.com, foodandwine.com, cookingclassy.com, marthastewart.com, and bhg.com 

Agency analysis:

• Opportunity: The recently promoted marketing leader may decide to outsource some of his new duties. 
• Current roster:
  • GigaSavvy: creative & media buying/planning
  • Startr Co.: PR

Insight Sources: Digital spend insights estimated by Pathmatics.