Insight:
Once only known as a value-oriented steakhouse, Black Angus was ready to expand their offering with an online marketplace dedicated to off-premise sales of their 21-day aged, hand-cut steaks, signature sauces and more. But first they needed to educate consumers about their top-quality ingredients in a way that clearly set these products apart from the restaurants.
CLIENT
Black Angus
SERVICES
Brand Positioning Strategy
Brand Identity & Design
Packaging & Physical Assets
Creative Strategy
Integrated Campaign
Idea:
Recognizing Black Angus’ long-standing legacy, Gigasavvy created a fresh new brand identity for the Black Angus Market, including a logo, color palette and visual style that leverages classic Americana design features, and brand messaging to communicate the value.
The new brand identity communicates the company’s heritage, while shining a fresh light on the brand’s meats and provisions, including ingredients from proprietary ranches and farms, ingredients with hand-crafted quality, professional-grade cutlery, and more.
The new Black Angus Market branding was brought to market in April 2023 with a multi-channel campaign including an elevated website experience, in-store displays, collateral and branded butcher paper, paid social media, and display ads.
Impact:
The client was thrilled with the new brand identity and integrated campaign. The new assets achieved as much as 2x the click-thru rate as compared to other brand campaigns, in addition to earning a cost per click that was as much as 75% lower. This quickly helped Black Angus expand their business and diversify revenue streams with online marketplace orders at a time when consumers were more inclined to eat at home.
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