| Title | Front Porch Philosophy |
| Agency | Publicis Sapient |
| Campaign | Front Porch Philosophy |
| Advertiser | CBRL Group, Inc |
| Brand | Logan's Roadhouse |
| Date of First Broadcast/Publication | 2013 / 8 |
| Business Sector | Restaurants & Fast Food |
| Story | Lately, Logan’s roadhouse has faced a formidable challenge: how do we pull back from being a discount brand to being a quality brand – without alienating the base? How do we stop giving away the farm and start attracting a younger audience – one that’s focused more on quality than on value. And, at the same time, how do we not pull the rug out from under our revenue stream. The answer? Rebrand, but do it in a way that’s attractive to both types of customer, the older, value-oriented segment and the younger, taste-driven audience. So we created a look and invented a voice – the Front Porch Philosopher. He is honest and open and insightful. His laid back observations and brief lessons in the way things ought to be are attractive to both of our target audiences. And although he’s passionate about steak, he sees the world in a very practical way. He knows what a steak should taste like, and he knows how much it should cost. He is the perfect combination of taste and value. We introduced this new voice and brand to customers through an integrated campaign including in-store, outdoor, digital and social media. It has been accepted enthusiastically by the client as well as intended audiences. Logan’s social presence, especially, is much more robust and engaging, resulting in seventeen thousand new Facebook fans and an 108% increase in Twitter followers. |
| Media Type | Case Study |
| Length | |
| More Information | http://www.logansroadhouse.com |
| Worldwide Chief Creative Officer | Gaston Legorburu |
| Senior Copywriter | Peter Wagoner |
| Designer | Sara Nicely |
| Associate Creative Director | Steve Laing |
| Creative Director | Reed Coss |
| Executive Creative Director | Bill Pauls |
| Executive Creative Director | John McHale |
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