Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
The Difference is Real: Chipotle's Radically Transparent Return
After recovering from a crisis, Chipotle needed to reclaim category leadership. So in a world craving honesty and action, they decided the only way to lead was to show they had nothing to hide. With a radically transparent anti-advertising campaign, Chipotle used every communication to prove how “The Difference Is Real,” from how they sourced ingredients to cooked them fresh every day, like no other national restaurant could honestly say. Consumer confidence rebounded, leading to four quarters of double-digit sales growth and doubling the stock price in a year.
Client: Chipotle Mexican Grill
Agency: Venables Bell & Partners
KFC - The Most Delicious Union of All Time
Fast food is a highly competitive and crowded category. To stand out and successfully launch Chicken & Waffles, we bucked category conventions for limited-time offers (LTO’s), which typically favor hard-working “food porn” executions. Instead, we brought together two advertising icons—Colonel Sanders and a life-size bottle of Mrs. Butterworth’s syrup—to serve as an engaging and absurd visual metaphor for the product. The Colonel and Mrs. Butterworth’s ensuing love affair got fast food eaters and the national media talking, brought in new customers, and delivered KFC’s best sales window in years.
My Taste of Hong Kong
In order to enlarge the customer base of McDonald’s premium burger offering, we created a product line that was fully inspired by the city and its people – for the first time in the brand’s 43-year old history. We partnered with a true connoisseur of local culture and cuisine: superstar Nicholas Tse, and together developed a product line-up that put a McDonald’s twist on local favourites. We sold over 2 million burgers in less than 7 weeks, and more importantly, recorded a 257% growth across all of our premium burgers.
Brand: McDonald's Signature Burger Collection
Client: MHK Restaurants Ltd.
Agency: DDB Group Hong Kong