PRESENT KEY MESSAGING PILLARS
- these are the main points,communications, the brand is trying to reach to its audience at present.
- Best Burgers
-Your friendly neighborhood joint enjoyed by the family
-old school, throwback burger experience
Insights on Present Messaging
- everybody claims to be the best--no engagement
- goody two shoes- lacks edginess and reality
- commercialized, sold out. ( "hole in the wall" feel is no longer felt/communicated.)
DIRECTIONS
- shift messaging from product proposition to customer invitation
further highlight the satisfaction of the customer's craving, and the bliss of eating fire grilled, made to cook burgers.
- use brand logo/visual as a means to bring back the "classic" experience ( since hole in the wall and underground will be too much of a try hard)
CLASSIC- lasting, timeless
- use of colors, type and textures
- communicate a rougher, edgier look
- do not be afraid to go against the tide
- go from winking-wholesome granny( Vera) to the forthright, funny/witty and sometimes bawdy uncle
NEW KEY MESSAGING
- Your craving. Our calling.
- Ready for real meat?
- Trust your belly
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