After years of steady growth, Black Bear Diner was rapidly expanding and needed an agency of record partner to provide strategic guidance, media and creative direction, and stellar execution. They looked at dozens of agencies around the country and selected LOOMIS as the one that really “got them.” Our first assignment: expand the dinner day-part.
More than the traditional “diner” experience, the brand leaned into its name, offering bear-sized portions in a warm atmosphere — reminiscent of a cozy, mountain cabin, complete with black bear “totems” specially carved for each location. The brand’s comfortable hominess, along with friendly service and an expansive menu, combined to make a meal at Black Bear Diner feel like home.
The Diner performed well during the breakfast daypart, but needed to reverse a declining dinner traffic trend. With a strategy to drive people in during breakfast — when the brand showed up best — our outreach messaging was designed to increase trial and frequency with new guests for breakfast while internal materials would remind them, once in the Diner, that they could enjoy everything they loved about Black Bear Diner for dinner, as well.
Centered around the line “Black Bear Diner Feels Like Home,” the integrated campaign brought the experience of visiting a Black Bear Diner to life with images of friends and family enjoying gorgeous bear-sized portions in a cozy atmosphere.
Delivered through advanced TV, pre-roll, and social pre-roll, the soundtrack of the campaign was created by our own Luminous Sound. Sonic branding techniques not only made the spots more memorable, but musically packaged the emotions that fans associated with the brand.
Beyond digital video, the campaign communicated the brand promise across a variety of digital touchpoints from Black Bear Diner’s web presence, to its social feeds, email program, and digital ad buys — further reinforcing the big portions, comfy environment, and delicious food the Diner is known for. Social gave us a chance to entice existing fans back at other dayparts than breakfast, while external messaging continued to drive breakfast traffic.
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