Crafting Culturally-Rooted Campaigns

Challenge

Exploring creative ideas for a global food and beverage brand to develop a campaign that’s rooted in cultural truth to drive consideration among casual dining guests.

A global food and beverage brand was losing market share in the casual dining space, with people feeling the brand had lost its unique, cultural touch. The marketing team needed to develop clear communications that not only resonated with the casual dining audience but also brought to life the brand’s rich identity.

Approach

Using a variety of scripts and out-of-home executions, we set out to uncover the effects of the creative constructs developed by our client. Our goal was to measure how each idea aligned with and influenced perceptions of the brand. While noting favorites among the group, we prioritized understanding how each idea worked with the marketing strategy at hand to make smart decisions about where to focus for optimal success.

Impact

With a clear articulation of the creative strengths and opportunities, our client could quickly act on the insights we provided. This enabled them to create a communication strategy rich in human and brand truths that also painted a clear and unique picture of the brand, helping to regain their position in the casual dining market.