Campaign + NameProposal

Tru

t ru bu rg erH ealthy Gourmet Burgers

Kieran Moolchan204 792 2699kieran.moolchan@gmail.com

Tru

t ru bu rg erH ealthy Gourmet Burgers

The Problem“Unburger...that’s like, NOT burgers?”“So, they’re vegan?“I don’t get it.”

The Solution

The Truburger experience.You give customers

The name of your restaurant says something different from what you are selling and can confuse potential customers.

Potential customers wonder if Unburger is a place to buy vegan burgers. Some wonder whether you serve burgers at all. Many might fail to realize that you’re the opposite, (the UN) of every fast food burger chain. You know what you sell, but how can they learn the truth?

It’s time for a new name for your restaurant. A name that immediately connects customers to your product, and easily explains exactly what you have to offer: a true burger experience.

Trüburger tells customers that your restaurant will give them the burger experience they have always dreamed is possible.

Your new logo and name keeps the feel and look of Unburger without changing the things that made it great. It’s simple, strong; yet playful, and keeps with the style of the interior of the restaurant. You already have a style to all your promotional materials, and people recognize the look of your promotions. Changing the name completes the picture and tells the truth about your business.

Let your pride in your way of making burgers shine through in your name. It isn’t boastful to say that you believe that the Trüburger way is the best. People are attracted to that confidence.

You don’t need to compare your restaurant and your burgers to others. Your product is strong enough to stand on its own, and it’s time to embrace that.

Trüburger is a name that captures all the knowledge that you gained travelling the world for burger recipes and passion you have for making burgers. Your mission to serve burgers that no one else could think of, in a fun environment, with local ingredients is a virtuous and true mission of flavourful glory.

Because the truth is that Trüburger has the tastiest, healthiest burgers in Winnipeg.

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t ru bu rg erH ealthy Gourmet Burgers

t ru bu rg erH ealthy Gourmet Burgers

t ru bu rg erH ealthy Gourmet Burgers

t ru bu rg erH ealthy Gourmet Burgers

Black and White

RGB 237, 28, 36

CMYK 0, 88, 85, 7

Pantone 1788

Tru

t ru bu rg erH ealthy Gourmet Burgers

Action Plan

reprint

Burger Truth Campaign

Changing your name means that we will not only have to tell potential customers about it, but also make sure your regulars know that all you’re changing is the name. Here is a comprehensive plan about what advertising, sales promotions and public relations we will have to implement to spread the word about your new name, and ultimately attract more customers to Trüburger.

The campaign will feature simple facts about your burgers labelled “Trü”.

We can’t escape it. We’ll have to reprint all of your brilliant menus and signage.

The good news is that because the new logo fits in well with your great design asthetic, none of the changes will involve completely redesigning everything.

- Increase awareness of what your restaurant serves (you’re not vegan)

- Attract people looking for healthy burgers to your restaurant

The campaign will serve to:

- Reassure your regulars that you still stand for serving delicious and healthy gourmet burgers

In the weeks leading up to and following the name change, we will implement the “Burger Trüth” campaign. It will be made up of outdoor signage, posters, in restaurant signage, social media blasts and a simple, branded, online quiz.

The Trüburger Burger Trüth campaign gives us a chance to address the core issue of the name change, which is that the old name implied that you were a vegan restaurant.

The facts will be be accompanied by delicious looking photos of your food. The facts will be bold, concise, and catch the attention of people. They will show that you use local ingredients, have healthy options, and definitely use meat in many of your burgers.

The campaign also has a lifespan that will outlive just the lead up to the name change, and is a campaign that you can keep using in the months following the name change to keep telling people all about your great food.

The quiz element of the campaign will be an easily shareable Facebook quiz that asks people questions that challenge their assumptions of what a burger can be, with the answers directing them to your restaurant.

The video component to the Burger Trüth campaign will show the behind the scenes process of making a burger and further explain that you are not a vegan restaurant, while also teasing people with beautiful shots of your mouth watering food.

All of these elements should cement in people’s minds that you are not a vegan restaurant, that you have a new name, and that people should come to Trüburger if they want healthy, tasty burgers.

Print advertisements in The Metro Winnipeg will be seen by many after you have changed the name, and will cement awareness of Trüburger in people’s minds.

t ru bu rg erH ealthy Gourmet Burgers

Natural Beef

Locally MadeMouth Melting,

Cheese

eattruburger.com

The TruBurgerExperience

Print/Outdoor

t ru bu rg erH ealthy Gourmet Burgers

All- Beef

The

Sweet Beets+

=Tru

BurgerExperience

eattruburger.com

Print/Outdoor

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t ru bu rg erH ealthy Gourmet Burgers

Communication

Public Relations

Social MediaFacebook is a great platform to let people show their love of a brand by liking it, and sharing photos with their friends. After adding the new logo, people can be invited to comment on the new name and like it. Using Facebook to post pictures of your specials, reviews of your food, and great looking burger photos will make people more likely to come to your restaurants while giving them a very easy way to share their experience with their friends. The less work people have to do to share something on the internet, the more likely they are to follow through with action.

Word of mouth through media coverage and customer buzz is one of the easiest and cheapest ways to tell people about the new name.

We will plan a grand reopening for the day of the new name. All of the Burger Trüth Campaign materials will have the date of the reopening day on them, so people can “Find Out The Trüth” on whatever day we choose to relaunch.

We have three clear objectives laid out in The Burger Trüth campaign:

We will use the following forms of communication along with the advertising campaign to make sure that we achieve these goals, effectively changing what people think of your restaurant. We will get them to stop asking if it’s vegan, and start asking to buy a burger.

On the day, we will offer a free side dish with the purchase of a burger, to encourage more people to try out the delicious food and become repeat customers.

Twitter and Instagram give you the opportunity to take the Burger Trüth Campaign to the people in a very immediate and easily spread fashion. The #BurgerTruth hashtag and photos of your delicious burgers with captions of your burger facts will build engagement and let people share their TrüBurger love.

Youtube will allow you to post short videos for the Burger Trüth campaign that will show where your ingredients come from and the process of making a great burger. These short segments will be easy to share over Facebook and Twitter, and will allow people to build a connection to Trüburger by seeing what goes on behind the scenes.

The Burger Trüth Campaign will allow you to offer pictures to back up your Trü statements about your burgers, and ask if people agree. This will start a conversation that involves your products, like why blueberry BBQ sauce is great on a burger. This engagement should bring in more people to try your food.

- Increase awareness of what your restaurant serves (you’re not vegan)

- Attract people looking for healthy burgers to your restaurant- Reassure your regulars that you still stand for serving delicious and healthy gourmet burgers

The TruBurgerExperience

t ru bu rg erH ealthy Gourmet Burgers eattruburger.com

Local Chicken

FreshEverything

Print/Outdoor

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t ru bu rg erH ealthy Gourmet Burgers

Timeline

BudgetOutdoor signage: Transit Panels

February

Burger Trüth Campaign

Rename to Trüburger

Name Survey #1

Name Survey #2

Metro Ads

Video Production

Launch Videos

Reprint Materials

This is a rough timeline of all the things that we will need to do to make sure that your restaurant and your customers are ready for your renaming. Spring is the best time to rename because you will see increased foot traffic as the weather gets warmer, so the advertising you do to tell people about your new name will be easy to act on, which should result in more customers.

*Metro advertising varies based on where in the paper and what size the advertisements are.

I have budgeted my time to include video production time and creating and organizing outdoor advertising and printing.

March April May

2014

Metro advertisements*

Salary

Total

Printing CostsVideo Production $200

$1500

$6900

$700$1100$3700 10 Transit panels in local area

5 Weekdays

80 hrs@$18/hr

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t ru bu rg erH ealthy Gourmet Burgers

Evaluation

Questions?

Every advertising campaign needs a way to find out and measure if it has been successful. This is especially important if your business is changing its name. We need to make sure that we have changed the attitudes of people in relation to the name of your business.

The easiest and most effective way of finding out what people think is to have a very short survey for them to fill out about the name of your restaurant.

We will survey your customers before the name change, asking them what they first thought when they heard the name Unburger.

A name change is a big moment in your business’s life! If you have any questions or would like any more details, please keep asking until you’re satisfied.I can be reached most easily by email, and I’ll reply or call you back promptly.

kieran.moolchan@gmail.com

Thank you very much.

Kieran Moolchan

After the name change to Trüburger, we will ask new customers what they first thought when they heard the name. We will also ask returning customers if they think Trüburger sounds more like what they thought the restaurant was once they ate the food.

After the name change to Trüburger, we can use social media platforms like Facebook and Twitter to follow the conversations and mentions of your new name.

We will put up a sign by the register in the restaurant that asks: “What do you think of our new name? Let us know on Facebook and Twitter.”

Through the Facebook Pages service and the Twitter hashtag tracking service, we will be able to see whenever someone has mentioned the name Trüburger, and then see what they thought of the name.

Survey

Social Media

The Truburger experience.You give customers