DISCOUNT DEATH VS.
ENDLESS FRESH
Situation:
For 37 years, Souplantation had been the “Bed, Bath and Beyond” of restaurants. They had terrific food, but relied on FSIs and coupons to drive traffic to the restaurants.
There was no quality messaging. No branding or brand story. No advertising. Just coupons.
Sales were declining. The brand was adrift.
Action:
We uncovered aspects of the brand that were previously unknown. We learned that their produce was harvested from family farms. We met with their farmer partners.
We visited Souplantation’s kitchens and found that all their food was made from scratch. We discovered how amazingly fresh the brand was and introduced a new tagline: Discover Fresh
Then we told their story. We could only afford radio in vital markets, so we took the gamble, reduced their coupon spend and launched breakthrough :60 second branding radio spots featuring Patrick Warburton. We followed up with outdoor.
RESULTS:
In the markets where we run our branding radio and outdoor, sales have spiked 5-8%, every year.
Inside and outside of the restaurants, we turned the brand from a declining discounter to a growing, quality brand.
