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Salem’s Fresh Eats

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Branding | Media Planning & Buying | Outdoor | Promotional In-store | Broadcast TV

Salem’s Fresh Eats

Restaurant rebrand serves up 12% more revenue.

Using clever, integrated campaigns to stand out in a saturated QSR segment.

Challenge:

The Salem’s Gyros & More franchise had reached a crossroads: their branding no longer represented their values, and it failed to clearly communicate their competitive advantages. The management team was eager to evolve their quick service restaurant (QSR), reach new customers and ramp up sales for 15 Tampa Bay locations.

Solution:

We began our journey by updating Salem’s logo and brand name. “Gyros & More” had been the restaurant’s descriptor for many years— but gyros weren’t even one of their top-sellers. Inspired by their fresh, hormone and antibiotic-free options, we rebranded the franchise as “Salem’s Fresh Eats.”

Salem’s logo before & after rebranding.

 

The Schifino Lee creative team updated the packaging, and provided guidance for interior décor. Using a distinctively witty voice mixed with a memorable look and feel, we carried the brand across multiple channels: television, radio, out-of-home, digital media and point of sale materials.

Redesigned packaging

Redesigned packaging

 

Salem's in-store posters Schifino Lee Tampa, Florida

Promotional in-store posters

 

Outdoor Billboard

Out of home

 

Results:

Since launching in February 2018, the new campaign has:

Increased revenue by 12%

Delivered 45M media impressions

Reached 90% of Tampa Bay residents

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