BOBBY’S BURGER PALACE 1
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BIG IDEA IT’S MORE THAN JUST FOOD, IT’S FLAY
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Our creative strategy is centered around one idea: It’s more than just food, it’s Flay. Simply having Bobby Flay tied to our concept elevates it to a level above anybody else in our segment. Flay is a world renowned, successful Iron Chef, and one of the faces of the Food Network. He understands food in a way that nobody else does. It’s not his access to great ingredients or top-notch cooking tools that make him so great, but rather his unique outlook. Bobby Flay can do both. He understands the basic tenets of what makes a perfect burger, but he brings a gourmet spin to it. He does this all without ever being pretentious. His burgers are simple but have depth. They’re easy to comprehend, yet meticulously crafted. They make so much sense in practice, even if most people would never think to pick up Bobby’s ingredients alongside their beefs, buns, and cheese. By highlighting the ingredients of Bobby Flay’s burgers alongside the process of building them, we are able to effectively communicate all of the above to our target. At the end of the day, we make no bones about the fact that we’re selling hamburgers. Take a closer look though, and it becomes clear that these aren’t the hamburgers you see on a grill in your neighbor’s backyard. These are Bobby Flay Burgers, and you can only get them at one spot.
NAME AND LOGO CHANGE Let's be honest. Bobby's Burger Palace wasn't doing us any favors. Too many people don't know who Bobby is and the stores aren't palatial. We needed a name change. What we came up with is simple, obvious even. And yet, it's dramatically more honest and does a better job communicating the best thing about the place. Say hello to Bobby Flay Burger.
PRINT EXECUTIONS
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CHEF-INSPIRED? TRY CHEF-CREATED. Some celebrity chefs lend their name to a restaurant. Bobby Flay made his own from scratch. Like everything else in the place.
#FLAYFORALL
DON’T TRY THIS AT HOME. Let Bobby Flay do the cooking. After all, isn’t that what he’s known for?
#FLAYFORALL
WHEN YOU WANT THE BEST ICE CREAM FOR YOUR SHAKES, YOU GOTTA MAKE IT YOURSELF.
OUR SECRET INGREDIENT? BOBBY FLAY.
That’s how Bobby Flay does it, at least.
Anyone can make a good burger, but no one else can craft a Bobby Flay Burger.
#FLAYFORALL
#FLAYFORALL
MALL KIOSKS
BILLBOARDS
Cincinnati. This billboard plays on the fact that this particular location is located inside the Jack Casino.
New Jersey. This billboard is located at a highway toll plaza and encourages drivers to keep going until the nearest Bobby Flay Burger.
Maryland. This billboard is located near the University of Maryland and assures college student that, yes, world renowned Chef Bobby Flay is available to them too.
Las Vegas. There's age old notion that nobody really wins in Vegas. That's not true at Bobby Flay Burger.
SOCIAL MEDIA AND PROMOTIONS Building brand awareness by bringing Bobby Flay’s name to the forefront of the brand was the unifying idea behind our strategies. Given that our two targets were social media savvy millennials and existing Bobby Flay fans, we decided that a combination of traditional and digital advertising vehicles would best compliment our goals and ensure maximum reach among our targets. In the preliminary stages of this campaign, our team conducted thorough primary and secondary research to understand the strengths and challenges of Bobby Flay Burger (BFB), from both a branding and marketing standpoint. We also worked to analyze how effectively the brand delivered on its customer experience. In reflecting on our findings, our team identified two key issues we felt were most critical to our client’s shortcomings: 1) Inconvenience around the restaurant’s locations, and 2) lack of awareness around Bobby Flay’s affiliation with the restaurant. We unanimously concluded that BFB offers a diversely curated menu of hamburgers and milkshakes champion to competitors in the industry. We need to find a way to bring the menu to hamburger-lovers and Bobby Flay fans near BFB locations. We also agreed that the company’s famous founder was absent in the restaurant’s branding. Given that Bobby Flay is arguably one the most recognizable chefs in the country, we felt it was essential that he is at the forefront of consumer’s minds when they think of BFB, and likewise that BFB was synonymous with Bobby Flay. For this reason, one of our goals is to introduce our target market to the brand and drive them into the physical locations. Our second goal is to merge Bobby Flay Burger and Bobby Flay by making him the poster child for the restaurant. To achieve the second goal, we aimed to create strategies that establish a sense of familiarity, trust and respect for Bobby Flay Burger, because after all, Bobby Flay is the man behind the grill. Edgy and outspoken, Flay knows a thing about food. For that reason, the narrative behind the campaign is driven off the notion that It’s Not Just Food, It’s Flay. You come to BFB because you trust Bobby when it comes to food-specifically American burgers-and can rely on him to deliver a quality restaurant experience to match.
FOOD TRUCK The food truck is an extension of the in-store BFB experience. By essentially putting the restaurant on wheels, this promotion will offer customers who may not have previously heard of BFB, with the opportunity to try the food. Since BFB also has a loyal fan base, the food truck will further elevate this bond.
SCAVENGER HUNT The social media scavenger hunt is primarily intended to tease and compliment the Food Truck tour. It is also a promotion aimed at generating engagement growth and exposure across BFB’s social media platforms. The scavenger hunt will be entirely promoted on social media and will feature prizes and discounts that will further prompt participation.
SOCIAL MEDIA SCAVENGER HUNT A SEARCH FOR THE NEXT FOOD TRUCK
CHECKLIST
CHECK INTO OUR FOOD TRUCK’S CURRENT LOCATION USING #FLAYFORALL SHARE ON FACEBOOK A PICTURE OF YOU AT THE BFB FOOD TRUCK USING #FLAYFORALL WRITE THE ANSWER TO OUR FACEBOOK CLUE USING #FLAYFORALL
SHARE A PICTURE AT OUR FOOD TRUCK LOCATION OF THE BURGER OF THE MONTH USING #FLAYFORALL INSTAGRAM YOUR FAVORITE BURGER USING #FLAYFORALL REPOST OUR INSTAGRAM CLUE CAPTIONING THE ANSWER USING #FLAYFORALL
TWEET A PICTURE OF THE SHAKE OF THE MONTH AT OUR FOOD TRUCK LOCATION USING #FLAYFORALL TWEET A PICTURE OF YOU AT OUR FOOD TRUCK’S NEW DESIGN AND WHERE YOU FOUND IT USING #FLAYFORALL TWEET YOUR FAVORITE MILKSHAKE USING #FLAYFORALL SEND ALL POSTS WITH THE HASHTAG #FLAYFORALL
PRIZES COMPLETE ALL THREE ITEMS ON ONE OF OUR SOCIAL MEDIA CHECKLISTS DURING THE WEEK OUR FOOD TRUCK IS IN TOWN TO RECEIVE A BFB T-SHIRT OR HAT AND 10% OFF YOUR MEAL!
INSTAGRAM Instagram is a terrific platform for sharing images. We will generate interaction through pictures we take on this platform, as well as the fact Instagram is wildly popular with the desired millennial age group.
SNAPCHAT Snapchat is also very popular amongst the Millennial target. It will provide us with a unique way of interacting with BBP eaters in a manner different than other social media platforms are capable of.
TWITTER Twitter is the most up-to-date social media platform. By actively engaging followers on twitter we will be able to get good feedback through polls and direct tweets.
BURGER OF THE MONTH & SHAKE OF THE MONTH Every month one featured hamburger and milkshake will be promoted across BFB’s social media platforms. This concept is one that the restaurant currently offers, however the graphics shown in this book reflect the new branding and better suit the campaign.
POP-UP SHOP Our Milkshake Pop-Up Shop will draw attention to the menu’s milkshakes and to the restaurant as a whole. The milkshake pop-ups are a cost effective way of replicating the BFB experience in a convenient and enticing manner. Further, these Pop-Ups offer a light, family-friendly experience that will drive successive BFB visits.
PROMOTIONAL ITEMS
MEALPAL Mealpal is an iOS mobile application that provides a lunch subscription service where users can frequent new restaurants within their geographic location. BFB’s presence on the app will serve to increase brand awareness and following amongst prospective customers.
COLLEGE AMBASSADORS In addition to efforts geared toward families, BFB will also work to attract more millennials and Bobby Flay fans through its college ambassador program. These ambassadors will create buzz around the brand by setting up on-campus promotional events and stimulating new following on BFB’s social media accounts. In exchange, ambassadors could be offered a small salary, college credit or discounted prices at BFB.
CHARITABLE PARTNERSHIPS
#FLAYFORALL
The Thoroughbred Retirement Foundation is an organization Bobby Flay is involved with and has supported. By partnering with the nonprofit, the brand will further strengthen its association with Bobby and will enhance relationships with customers through its commitment to social corporate responsibility.
CHARITY MENU Nov. 25 - Dec. 5
DO GO
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Proceeds go to the Thoroughbred Retirement Foundation Participating BFB Locations
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