Insight:
In response to changing consumer behavior amidst rising inflation after the pandemic, Black Angus needed a solution to drive more to-go orders, without cannibalizing higher ticket item sales. Take out ordering with steak is tricky due to carryover cooking after entrees are packed. Burger menus are much more conducive to off-premise dining. Black Angus needed to develop an identity around a complete burger offering, which was not featured on their existing menu.
CLIENT
Black Angus
SERVICES
Creative Strategy
Design & Copy Production
Packaging & Physical Assets
Integrated Campaign
Idea:
Black Angus is known for large portion sizes and rich flavors. Building off of this, they came to Gigasavvy with the idea of offering “Badass Burgers” — which also plays off of the brand’s initials — for this new take-out only menu. With each burger being cooked to order on an open flame, featuring over-the-top flavors and toppings, Gigasavvy took a “Harley Davidson of burgers” approach to developing the Badass Burger concept.
Gigasavvy helped Black Angus develop off-the-wall names for each new burger on the menu to help set customer expectations. We backed up the new menu offering with attention-grabbing, flame graphics that evoke a sense of badass ruggedness.
To drive orders, we developed an integrated campaign that reached customers across multiple touchpoints. This included digital ads and web assets, as well as take-out bag inserts, in-store signage and collateral, in order to promote the full burger line to loyal customers who were already visiting the restaurants.
Impact:
The new burger line and associated campaign elements stoked the hunger of off-premise diners with the promise of over-the-top, bold flavors. Just two weeks into the launch of the campaign, these ads garnered the highest number of clicks as compared to other promotional offers.
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