America has an insatiable burger appetite – the “Better Burger” category is exploding. Hoping to capitalize with a menu of 21 delicious burger creations, Burger 21 has ambitious growth goals and wants to become the top-of-mind spot for delicious variety.
Red Tettemer + Partners was tasked to develop a program that will spark chatter within the social/digital atmosphere and attract customers to the new Burger 21 chain of restaurants. Two locations are open in Tampa, Fla., and additional units in Tampa, Orlando and Atlanta are in development and slated to open in the coming year.
The media plan was designed to build awareness using mass media vehicles with engaging tactics thatbuild momentum and socially charge the existing fan base.
The campaign, What Burgers Would Eat if Burgers Could Eat Burgers™, features a number of irresistible burgers from Burger 21’s menu discussing how they want to eat each other. As you can imagine, it’s light and humorous. Four TV spots will run on local cable and targeted pre-roll placements online. Banner ads will also run on targeted dining/food-centric sites and OOH placements located near the restaurants in Tampa.
The indie creative agency also designed and developed a social component to the campaign called, “Finish their thoughts, then finish 'em off,” which is a caption contest application that lives on the Brand’s Facebook page, (https://www.facebook.com/Burger21
This is the first creative from Red Tettemer + Partners for the budding Burger 21 brand, owned by restaurant management company Front Burner Brands, which houses other brands including The Melting Pot, the world’s largest fondue franchise, and Grillsmith restaurants. Red Tettemer + Partners won AOR for all Front Burner Brands concepts in 2011.
Chief Creative Officer / Steve Red
Executive Creative Director / Steve O’Connell
Creative Director / Todd Taylor & Bill Starkey
Art Directors / Todd Taylor & Bill Starkey
Copywriters / Todd Taylor & Bill Starkey
Producer / Joe Mosca
Developer / Aaron Grando
Account Executive(s) / Susan Baraczek, Perry Morris & Alex Muller
Photographer / Todd Taylor
Production Company / Beyond Imagination
Director / Todd Taylor & Steve O’Connell
Director of Photography / Todd Taylor
Editing House / Red Tettemer + Partners
Editor / Vic Carreno
Producer / Joe Mosca
Music House / Red Tettemer + Partners
Composer / Todd Taylor