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• The agency's static and digital billboard combination will span digital bulletins, posters, transit shelters, gas station video networks (GSTV), and others.
• Per CMO Casey Terrell, refocusing Krystal's OOH investments is a key player in its omni-channel strategy focused on driving awareness, engagement, and conversion.
• We suggested a review would likely follow Krystal's recent leadership shifts.
• The company will likely:
  • Launch an OOH campaign soon
  • Continue increasing ad spend
  • Continue working to retain brand relevancy among relatively younger audiences
  • Continue shifting its marketing strategy
  • Pursue influencer partnerships
  • Make additional roster shifts
• Target demographic: 
  • Gen-Z and millennial men
    • A recent OAAA survey revealed that around 43% of US adults notice OOH ads more than they did pre-Covid. Out of these adults, around 63% of Gen-Z did the same; and so did 59% of millennials.
    • This means that the ramped-up OOH efforts will appeal to Krystal's target demographic.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, Krystal has spent roughly $3.6m on digital ads, 9% more than the roughly $3.3m spent in all of 2021.
  • YTD data: The fast-food chain has earned ~306.3m digital impressions YTD, 62% via desktop video/YouTube ads, 27% via Facebook ads, and 11% via Instagram ads.
  • Last year: In 2021, Krystal spent approximately $3.3m on this channel, more than double the approximately $1.3m spent in 2020.
• Additional channel insights  
  • Along with OOH, the company utilizes local broadcast.
  • Krystal features non-sports influencers such as social media influencer Brittany Renner in ads such as the video above.

Additional agency insights:

• Opportunity: Contact sooner rather than later, if you haven't yet done so, to be top-of-mind following the recent hires of creative director Ajona Camile (here).
  • An advantage may go to those able to offer media planning and/or digital analytics services since Krystal doesn't seem to currently outsource these duties.
  • An advantage will also go to those with quick-service restaurant experience.
• Current agency roster:
  • Talon: OOH AOR
  • : PR AOR
  • : Media buying AOR
  • : Creative AOR

Insight Sources: Digital spend insights estimated by Kantar.