| Story | Underdog Canadian quick service restaurant chain, Harvey’s lives in category dominated by giants. Brands like McDonalds, Tim Horton’s and Wendy’s who, all have significantly more locations across the country along with the added marketing resources dedicated to supporting them. Adding to Harvey’s challenges was how it had been spending what little precious marketing dollars it had on short-term, price-value based tactics, like flyers, at the expense of long-term brand growth. Customization has long been a point of difference for Harvey’s and being able to top your burger just the way you want it is what makes the Harvey’s experience so great. Unfortunately, due to being drowned out by the competition and a focus on deals over differentiation, this fact was starting to be lost on younger QSR customers. Our goal for this campaign was to re-enforce that for them. It’s human nature to want to feel in control, but big burger chains tend to limit our decision-making power. The success of their business models is built upon enforcing taste uniformity and consistently pumping out millions of burgers precisely the same way, regardless of the nuances and intimacies of personal taste. Not at Harvey’s, because it respects the fact that you, the customer, actually plays a part in making the best burgers. That’s why it offers over 8-million different ways you can top yours to make it your very own. Leveraging this truth, our strategy became to illustrate the empowering feeling of being in control, thanks to Harvey’s. The creative platform was rooted in the fact that once you build your burger at Harvey’s just the way you like it, you become a Burger Boss who gets what they want, when they want it. Capitalizing on that feeling of being power hungry, executions within the campaign depicted underdogs climbing the ranks. In this case, a trainee, who’s clearly going places. |