How can a national, niche casual dining chain that underwent significant operational changes find success in a challenging market?

To help Smokey Bones of Orlando, Florida get more people to eat their huge portions of, well, everything, we helped put a little meat on their brand bones from the bottom up. From new food and bar menus to cheesy promotions to traffic-driving LTOs to multi-platform messaging that let everyone know “This is how you eat.”

How do we convince hoops-hungry (and smoked-wings-hungry) desk jockeys to creep out of the cube farm and watch the “big college b-ball tourney” at Smokey Bones? Let’s deploy office-ditching legend Skip Hooky to impart his time-tested weaseling-out-of-work wisdom in well-placed promotional materials and a series of enlightening videos.

Let’s celebrate the little-known national holiday, Singles Awareness Day (S.A.D.), and have a Smokey Bones S.A.D. Happy Hour designed to gain a ton of unpaid media and drive more traffic—not to mention, demonstrate how there’s nothing sad about: sleeping in, not having to share the remote, taking spontaneous trips without having to clear them with anybody, etc.