Restaurants
/Case Study
There are as many different types of restaurants as there are foods. But they all have one basic thing in common - a need to get hungry people in the door. We’ve done this for quick-service food chains, world class cuisine and everything in between.
Transformations
Sticky Fingers
Challenge
With locations throughout the Southeast, Sticky Fingers Smokehouse is known for authentic atmosphere and award-winning ribs and barbecue. With an aggressive growth plan, they sought us out from across the country to help amplify their marketing communications. After a few tasty samples, our core objective became clear: to get more people licking their fingers. With restaurants spread across five states, we set out to find commonalities and efficiencies whenever possible.
With a limited budget that had to reach multiple markets and touch points, we recommended focusing the number of media vehicles used in order to build as much frequency as possible among the target audience. Our primary media during the summer months was online and cinema.
"Food so great, it changes you for good." The line was right. All we needed was a campaign. And so, "Transformations" was born. One bite of Sticky Fingers' goodness is all it takes to change lives forever. A pork sandwich changes an average Joe into a fearless Smokehouse Samurai. Jumbo chicken wings transform a shy woman into a saucy Wing Maiden. With characters like the Cornbread Commando and Lord of the Sauce waiting in the wings, "Transformations" was cooked-up to feature the real star - the menu.
Results
The results were phenomenal with 2.1 million cinema advertising impressions from May through September and 778,422 online advertising impressions (and we were given 463,422 in bonus impressions with a CTR of .46% - nearly four times the average). In addition, year over year we saw a 21% increase of visits to the website over the same period.
