El Jannah

El Jannah entered summer with something many brands spend years trying to build: genuine loyalty.

Already one of Australia’s most loved quick-service restaurant brands, El Jannah had a deeply engaged customer base and strong brand recognition in its core markets. But ahead of one of the most competitive trading periods of the year, the opportunity wasn’t just to speak to existing fans — it was to widen the brand’s reach and convert that attention into measurable commercial impact.

The challenge was twofold. First, El Jannah needed to extend beyond its loyal base and reach a broader audience of food lovers across both Sydney and Melbourne. Second, that investment needed to do more than generate awareness in the abstract. It had to show a clear return.

In other words, this wasn’t a campaign about being heard for the sake of it.It was about making brand activity work harder.

For a brand like El Jannah, awareness alone isn’t enough. The real opportunity lies in making that awareness feel immediate, relevant, and actionable.

Summer is a crowded, noisy period in the QSR space, with brands competing aggressively for share of voice and share of wallet. In that environment, the brands that win aren’t necessarily the ones who spend the most — they’re the ones who stay culturally familiar, commercially sharp, and consistently present in the moments that matter.

We recognised that audio was uniquely placed to do that. It offered both scale and intimacy: the ability to reach mass audiences across major metro markets, while also delivering a message in a format that feels personal, familiar, and hard to ignore.

Just as importantly, by pairing broad-reaching broadcast activity with trackable digital audio, we could connect top-of-funnel awareness with bottom-line performance.

The strategy was to build a high-impact summer audio campaign that balanced reach, efficiency, and accountability.

Rather than relying on a single channel or network, we developed a multi-layered approach designed to maximise exposure across Sydney and Melbourne while staying tightly aligned to El Jannah’s target audience. The campaign focused on adults aged 18 to 54 — a broad but commercially valuable group that closely reflected the brand’s core customer profile.

The approach combined:

• Broadcast radio to deliver scale, frequency, and mainstream visibility during peak listening periods
• Digital audio to extend reach across streaming environments and provide clearer attribution
• Offer-led creative to ensure the campaign drove not just recall, but action

The objective was simple: create a summer campaign that felt big in-market, while still being measurable in business terms.

We developed a multi-network radio strategy and media buy designed to extract the strongest possible value from the budget across both markets.

At the centre of the campaign was a clear and compelling promotional message: The OG Chicken Meal — $45 for 2 x Charcoal Chickens, Garlic Sauce, Chips & Pita Bread. This gave the campaign an immediate reason to respond, while reinforcing one of the core things people already love about El Jannah — generous, craveable food that brings people together.

Creatively, the campaign leaned into personality and familiarity. The 30-second spots featured voice talent from comedian Rob Shehadie, whose recognisable tone and cultural relevance helped the campaign land with warmth and memorability rather than feeling like generic retail advertising.

From a media perspective, the rollout was designed to work hard at every level. We negotiated added value across key radio networks, securing bonus spots in peak listening windows at no additional cost. This significantly increased campaign weight and helped amplify El Jannah’s presence during the most competitive parts of the day.

To complement the broadcast component, we extended the campaign into digital audio across streaming platforms. This ensured the brand remained present wherever audiences were listening — not just in the car or on live radio, but across on-demand, mobile-first environments as well.

Most importantly, tracking pixels were enabled across El Jannah’s website and web app, allowing us to directly measure the downstream impact of the digital audio activity. That meant the campaign could be evaluated not just on impressions and reach, but on actual purchases and return on ad spend.