Client: Baker’s Crust
Project: Re-positioning program

They were an upscale casual restaurant serving familiar food with a surprisingly unique taste experience. Offering interesting pairings of ingredients like New Zealand grass-fed black angus beef ground in-house with brisket or chicken guacamole paired with herb mayo, jalepenos and cheddar.

They came to us because their brand was misunderstood and viewed as a bit too boring. Our research showed that more people are looking for a unique experience in their restaurant choice. So we recommended creative that would bring an element of surprise, support the unique pairings of ingredients to separate them, from the long list of national restaurants, by un(chain)ing people’s taste buds.

Marketing Strategy & Positioning | Digital | Print | Social | PR

The campaign “An interesting twist to everyday” celebrates originality in all its forms by connecting with the unique spirit that resides in each and every one of us. In the communications, we feature real people who bring their own interesting and dynamic twist to normal days by simply being themselves. We tip our cap to them. We honor them by asking them to join us at Baker’s Crust with a suggestion from our menu that lives up to their own authentic and original personality.