Customization, Globalization, Glamification, Localization

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Work

Helped define the strategy for the “Have It Your Way” campaign during the new millenium and first internet revolution. Focused on what customization meant in this era of new products. Additionally, leaned into new mediums, like microsites to introduce new brand experiences. “Subservient Chicken” being one example.

Tools

  • Consumer, Culture, Category Insights

  • Qual & Quant Research

  • White Space Identification

  • Brand Strategy

  • Campaign Development

  • Packaging Design

  • Digital First Approach

 
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Work

Supported the rollout of the strategy and communication of the “I’m Lovin’ It” campaign domestically and globally. Also introduced new innovations for chicken, beverages, desserts, burgers, snackwraps, McCafe and breakfast that made shareholders happy for over a decade.

Tools

  • Brand Strategy

  • Campaign Development

  • Product Definition & Development

  • Product Messaging Architecture

  • Customer Research

  • Pan-Agency Collaboration

 
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Work

In a moment of transition, we codified the brand and shifted to a digital-first approach to recapture cultural relevance and meaning beyond babes and burgers.

Tools

  • Brand Positioning

  • Campaign Development

  • Social Playbook

  • Consumer, Culture, Category Insights

  • Pan-Agency Collaboration

 
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Work

Worked with Cracker Barrel to identify how to blend analog living and slow culture with modern hospitality.

Tools

  • Brand Strategy

  • Campaign Development

  • Customer Research & Identification

  • Consumer, Culture, Category Insights

  • Test & Learn Recommendations