THE ASK
Generate new foot traffic and grow burger sales with the help of a new, limited-time burger: The Jammin’ Bacon Hungr-Buster, featuring bacon jam, bacon, pepper jack cheese, onion rings and jalapeño ranch.
THE INSIGHT
Unlike other QSR burgers currently on the market, the flavor profile is one that hits on all cylinders for consumers: Spicy, sweet, savory, crunchy, creamy. Research told us consumers were completely blown away by the “perfect balance” of the bite.
THE OPPORTUNITY
Leaning on the consumer research and the “Jammin’” name, we wanted to show how the Jammin’ Bacon Hungr-Buster rocks your world with delicious flavor.
“The Jammin’ Bacon Hungr-Buster and the campaign supporting it proved to be a real success story for Texas DQ. A lot of work went into making an impactful product, and we greatly value the equally matched impact of Loomis’s effort. This was a big win for us.”
– Lou Romanus, CEO, Texas Dairy Queen Operators’ Council
THE CAMPAIGN: TELEVISION + VIDEO
Energetic TV spots with a surprising twist formed the basis of our campaign, as we showed how the burger rocks any lucky customer’s world – from young professionals to retirees. Mouthwatering appetite appeal led the way across social, point-of-sale and influencer partnerships – driving talk value about the most delicious new fast-food burger in Texas. Inspired by that famous Wayne’s World headbanging scene, we showed how customers rock out at first bite when tasting the new burger – even some unsuspecting guests (wait for it…)
RADIO
We kept the “rock your world” theme going with radio that played off the “Jammin’” name and described the mouthwatering ingredients to drive trial.
“JAMMIN’ BACON :30”
POINT OF SALE
In-store POP drove trial with craveable, front-and-center photography.
SOCIAL + INFLUENCER MARKETING
We hosted a social giveaway to amplify shares, comments and reach on the launch announcement. Influencer collaborations helped us spread word-of-mouth and generate interest among new audiences.
THE RESULTS
Not only did this campaign reverse declining traffic and sales trends, but it also significantly boosted new guest acquisition by 17.5%. Notably, these new customers demonstrated strong loyalty, returning at a higher frequency. The campaign also drove a substantial increase in average check values, achieving one of the highest figures of the year, and resulted in an impressive 11.3% surge in burger sales compared to the preceding eight weeks.
PRODUCTION CREDITS
Production Company: Camp Lucky
Director: Adam Littke
Executive Producer: Brandon Tapp
Agency Producer: Chelsea Sevadjian
Editor: Elizabeth M. Stewart
Colorist: Neil Anderson
Sound Design: Scottie Richardson
Music: Luminous Sound
Food Photography: Rusty Hill
