How we strategically and creatively launched Foodstation by Breakpoint in Antwerp
When a client presents a bold new concept, we make sure the right audience not only knows it exists, but is eager to go out of their way for it. 😉
That’s exactly what happened with Foodstation by Breakpoint: a brand-new, compact food hall offering a surprisingly diverse selection, from fresh pasta and sushi to fish & chips by local street food legend Jean sur Mer. We helped them position the first location of this new concept in Antwerp, with a strategic and creative go-to-market approach.
From workshop to campaign launch
Breakpoint came to us with a clear question: how do we ensure our innovative new concept reaches and convinces the right audience?
We kicked things off with a strategy workshop, where we worked closely with the team to:
- Define the local target audiences and their motivations
- Combine insights across owned, earned, and paid media into one 360° strategy
- Brainstorm about concrete ideas to boost both awareness and real-life visits
Based on that, we developed a full-funnel paid campaign that introduced the story of Foodstation by Breakpoint to the right audience—both before and after the launch.
The power of creative, targeted advertising
Each phase of the campaign had its own objective, and its own tailored approach.
- Build awareness
We brought the story of Foodstation by Breakpoint to life with video-first advertisements on Meta and TikTok. The visual content was tailored to the target audience: from families with young children to young professionals looking for a pleasant place to work. - Attracting new customers
We sparked curiosity with snackable formats, trend-based TikToks and inspiring messages. By choosing the right tone of voice and creatives for each channel, we increased both relevance and click-through rates. We also utilised the entire Google ecosystem on Google. Thanks to machine learning, each user saw a tailored advertisement: on Google Search, YouTube, Gmail and relevant websites. This ensured that Breakpoint was present in the places where the target group actually is. - From interest to action
Interested parties were directed to a clear, conversion-oriented landing page where they could immediately discover the offer and request directions to the location.
We also tested lead generation campaigns with vouchers. These not only generated additional activation, but also provided valuable data to further optimise future campaigns.
Results we can summarise in bullet points? I wouldn’t mention figures, as they don’t say much, but we could show what we’ve been working on.
- Increase in routes to location at significantly lower cost per route (-66%)
- Increase in brand searches
- Lower cost per lead
Data-driven and scalable
What made this campaign stand out? The combination of strong visuals, local relevance, and a data-driven approach. Thanks to robust tracking on both the website and ads, we were able to follow the impact of every click, view, and lead—and tweak things along the way.
Since then, the strategy has been expanded into a sustainable, long-term approach. Through an updated paid media setup, we continue to support Foodstation’s visibility—this time with a focus on retention and local relevance. At the same time, their owned channels and growing earned visibility (word of mouth, press, UGC) now play an increasingly important role. A holistic strategy with long-term impact, built on a strong launch.
“Thanks to The Dot Society, we successfully positioned an entirely new concept. Launching a new Breakpoint location is something we’re used to—but this time, the challenge was different: a concept focused more heavily on food and experience, with a brand-new identity that needed to be marketed to the right local audience. With Foodstation by Breakpoint, we aim to be a gamechanger—and to connect with the next generation using the right message, through the right channels. Thanks to The Dot Society.”
– Breakpoint
Need a partner for your next launch?
Want to know how we can help bring your new concept or location to life? We combine strategic thinking with creative execution—and turn it into a hands-on, actionable project plan.
Let’s connect.
This post is also available in: Dutch
