With the onset of the "Better Burger" and "Locavore" movement, how does a chain of over 350 restaurants play the local card? You start in Rhode Island and work your way out. We developed a very unique, 40% chopped bacon hamburger that used local Cabot cheese. A burger everyone would talk about supported with television commercials shot locally with local actors including prime local venues as the backdrop of the campaign.
The results produced the most successful launch of a new hamburger since the brand opened along with plentiful PR, raving hamburger reviews and plenty of social chatter. The basic construct of the hamburger was rolled out across the country to other markets always supporting a local dairy by using their cheese as an ingredient and prominently displaying their logo on all marketing materials.