{"id":42543,"date":"2025-09-04T08:15:23","date_gmt":"2025-09-04T08:15:23","guid":{"rendered":"https:\/\/thedotsociety.be\/?post_type=portfolio&p=42543"},"modified":"2026-01-06T09:07:20","modified_gmt":"2026-01-06T09:07:20","slug":"breakpoint","status":"publish","type":"portfolio","link":"https:\/\/thedotsociety.be\/en\/clientcases\/breakpoint\/","title":{"rendered":"Breakpoint"},"content":{"rendered":"
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How we strategically and creatively launched Foodstation by Breakpoint in Antwerp<\/strong><\/h3>\n

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. \ud83d\ude09 <\/span>
\n<\/span>That\u2019s 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.<\/span><\/p>\n

From workshop to campaign launch<\/i><\/strong><\/h4>\n

Breakpoint came to us with a clear question: how do we ensure our innovative new concept reaches and convinces the right audience?<\/span><\/p>\n

We kicked things off with a <\/span>strategy workshop<\/b>, where we worked closely with the team to:<\/span><\/p>\n

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  • Define the local target audiences and their motivations<\/span><\/li>\n
  • Combine insights across owned, earned, and paid media into one 360\u00b0 strategy<\/span><\/li>\n
  • Brainstorm about concrete ideas to boost both awareness and real-life visits<\/span><\/li>\n<\/ul>\n

    Based on that, we developed a <\/span>full-funnel paid campaign<\/b> that introduced the story of Foodstation by Breakpoint to the right audience\u2014both before and after the launch.<\/span><\/p>\n

    The power of creative, targeted advertising<\/span><\/i><\/h5>\n

    Each phase of the campaign had its own objective, and its own tailored approach.<\/span><\/p>\n

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    1. Build awareness<\/b>
      \n<\/span>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.<\/span><\/li>\n
    2. Attracting new customers<\/b>
      \n<\/span>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.<\/span><\/li>\n
    3. From interest to action<\/b>
      \n<\/span>Interested parties were directed to a clear, conversion-oriented landing page where they could immediately discover the offer and request directions to the location.<\/span>
      \n<\/span>We also tested lead generation campaigns with vouchers. These not only generated additional activation, but also provided valuable data to further optimise future campaigns.<\/span><\/li>\n<\/ol>\n<\/div><\/section>
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