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2012 ECD / CW

Applebee's wanted to promote a new lunch menu in hopes of driving increased store traffic during that day part. But before we could invite people to eat lunch at our tables, we needed to help them break the habit of eating lunch at their desks. Behold, the Lunch Decoy.

But we didn't stop with a ridiculous informercial. We designed, manufactured and sold real Lunch Decoys through Amazon Marketplace. All models sold out within a few weeks. But of course, the best sales results came in the form of increased store traffic during lunch.



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