How can a national QSR Italian chain increase unaided awareness and comp sales in an overcrowded fast food marketplace?
Fazoli’s had a “fast food” problem. So we repositioned the brand to focus on flavor—inspiring consumers to “Return to Real Food” and leveraging Fazoli’s famous free breadsticks at every possible touch-and-eat-point.
Each week for 14 weeks straight, we created a new five-second movie with Fazoli’s famous breadsticks reenacting scenes from popular movies, and invited Fazoli’s social media audience to “name that movie” for chances to win various coupons and prizes, including dinner and a movie every Friday night. (“Luuuuke, I am your breadstick.”)
We created Fazoli’s breadstick brigade, and toured the country for 10 weeks over the summer passing out free breadsticks wherever we went—Indianapolis, St. Louis, Denver, Green Bay, Kansas City, Paducah, you name it. We gained tons of new breadstick fans along the way, not to mention over $430K of free media with zero traditional media dollars.