A classic American dining chain was ready to turn over a new leaf, embracing their heritage while showing that they could keep up with the times. Though their branding agency delivered a killer new look and feel, the internal team struggled with how to make their refreshed identity translate to social media content.

My thorough audit of competitor brands and target audience engagement trends helped illuminate their path forward. Rather than succumbing to the extreme meme strategy prevalent in the fast casual space, we built a social strategy centered on crave-ability and value, timeless facets of their identity that were specific enough to feel ‘owned’ and malleable enough to support some seriously memorable campaign concepts.

Select slides shown. Reach out for comprehensive overview.