Increased food costs. Lower YOY check averages. Deep discount wars. Oh, and a competitor just opened across the street. We know you’ve got more on your mind than your big new brand campaign. (After all, we’ve got over a decade of restaurant category experience under our belt.) But our team can help you boost customer counts, increase check averages and enhance menu architecture—all while delivering targeted messaging campaigns that build brand loyalty. We’ll leverage the latest digital trends on your behalf, set up dynamic experiential programs, drive region-specific PR and local store marketing… Any and everything we can do to immediately impact your business.
How does a 48-store sub sandwich chain compete effectively against Subway’s value and Jimmy John’s speed? By leading with its better product – authentically messy, overstuffed subs on crusty fresh-baked bread – and giving the brand an equally fresh voice. Taking our cues from the observed behavior of dine-in customers using their DiBella’s sandwich wrappers as “plates”, we crafted work that literally puts everything on the table and then invites our consumers to dive in.
When Baskin-Robbins® International approached us about developing creative for their Flavor of the Month platform at over 5,000 locations outside the U.S., we were licking our chops. We saw an immediate opportunity to push beyond their rather vanilla template—focusing instead on the unique story behind each new flavor. An emphasis on ingredients amped up the appetite appeal, and before you could say “Salted Chocolate Caramel Crunch,” we’d played a crucial role in BR’s double digit sales increases.
In 2017, Iron Hill Brewery tapped Smith Brothers to bring fresh thinking to their growing franchise. They needed a more compelling brand campaign that differentiated them from the pack—not to mention a significant menu redesign, website overhaul and updated packaging. The more time we spent with their ops team, head chefs and brewers, the more we became convinced that the passion they brought to their award-winning craft beer was matched only by their obsession with food. On trend. Made from scratch. And often containing, oh, an IPA or Belgium Tripel as a key ingredient. Turns out, that partnership, that balance of emphasis, was a brand proposition consumers could really sink their teeth into.
Smith Brothers is an extension of our team. They are willing to get into the trenches and figure out the best creative and strategic solutions for your business. If you need an agency to work as a true partner, identify new opportunities and deliver strong creative and business results, these guys are for you. — Michael HandVP of Marketing, Iron Hill Brewery
After a couple of years working with Smith Brothers in the trenches, Primanti’s approached us about shifting away from their Pittsburgh born-and-bred storyline to one that would resonate in their newer markets. So what do Pittsburgh, Detroit and Indianapolis have in common? Hmmmm… Could it be their blue-collar roots? Their get-it-done work ethic? And Primanti’s signature (fry- and slaw-filled) sandwich has a history of keeping truckers trucking, roofers roofing and welders welding—it’s the sandwich with more than 80 years under its tool belt. Enter “America’s Hardest Working Sandwich” — and based on initial results, it’s working overtime.
With a $35MM capital investment in espresso bars and specialty coffee on their books, Sheetz®, a 340-location convenience-store chain, came to us for help getting sales percolating. We attacked the c-store coffee quality perception head on—with a hip campaign that tied Sheetz® to the original, authentic place to get great java, the beat generation coffeehouse. With lots of appetite appeal (and lots of rhyming), this campaign delivered via TV, radio, in-store POS, print and digital, achieving over 70% growth in specialty coffee sales.