Existing branding for Salem’s was not accurately representing the franchise’s values and competitive advantages within the QSR segment. Management was eager to evolve the restaurant’s brand, expand the audience, and pump up sales for their 15 locations.
Honing in on the insight that Salem’s offers the generous cooked-to-order portions and extensive menu of a sit-down restaurant within a fast-casual environment, Schifino Lee developed a new brand image and messaging strategy.
Next, we updated their packaging and guided their exterior store facelifts before launching an outreach campaign highlighting the array of fresh, hormone and antibiotic-free options. Using a distinctively witty voice mixed with a memorable look and feel, we spread the word across POS materials, out-of-home, television, radio, and digital media.
Since launching in February 2018, the new campaign has:
Increased revenue by 15%
Delivered over 45,000,000 media impressions
Reached 90% of Tampa Bay residents