How do you drive more traffic to newly renovated White Castle restaurants in struggling, underpenetrated markets with relatively low brand awareness?

Let’s educate our audience in an entertaining way about what makes White Castle so unique. Like the iconic size, shape, and taste of all of their offerings. Let’s create a “real little, real good” multimedia campaign consisting of a micro-micro site, outdoor, radio, and a fun little giveaway: like a White Castle wrapped Smart Car. Let’s turn customers into cravers who will go out of their way to satisfy their ginormous hunger pains. And, of course, let’s make sure all of our messaging is true to White Castle’s quirky, little brand personality with a huge, cult-like following.

A successful revive of an under-valued market, including double-digit growth of comp sales throughout the campaign. (Finally, something in this case study that’s not so little.)