Philly Gourmet was suffering from dated packaging, no consumer brand recognition, and a steady loss of market share to the category leader.
Rebranding was the first phase to modernize the logo, beef up point-of-purchase appeal with a package redesign, develop breakthrough, disruptive creative that is distinctive from others in the category.
New Package Design
Burgers are as American as hot dogs and apple pie. And Philly Gourmet burgers are the best. In fact, they’re downright “Bad Ass!” So, how do we say “Bad Ass” without actually saying “Bad Ass?” As you can see, we discovered a way. Targeting male weekend grilling warriors, this concept speaks to the heart of every man on his grill…fire, meat, and America!
Social & Pre-roll Video
Social media was populated with these All-American, Bad Ass videos
Philly Gourmet bus wraps were used to drive mass awareness in major cities.
Targeting men through Barstool Sports, a satirical sports and men’s lifestyle blog averaging over 8 million unique visitors each month. Barstool syndicates content from its franchise websites, personalities and podcasts to over 4 million followers on Facebook, Twitter and Instagram.