BurgerFi demands 'Burgers for Every 1' in quirky new campaign by Partners + Napier
Fast-growing burger chain BurgerFi is introducing a new campaign that touts ‘Burgers for Every 1.'
BurgerFi's Metal Mom
The Florida-based chain worked with Rochester, NY-based Partners + Napier to develop the quirky campaign. The concept of ‘Burgers for Every 1’ was inspired by the fact that BurgerFi states that it is committed to serving the top one percent of certified, American Black Angus beef, completely free of hormones, steroids or antibiotics, from the top ranches across the country.
The creative plays on the top one percent mindset, which can be achieved no matter what your occupation or passion. Thus, interesting characters are featured in the ads, like the “Top 1% of Danger Seeking Daredevils Will Do Anything for Burgers Made With the Top 1% of Beef” and “The Top 1% of Aspiring Amateur Ventriloquists Can’t Stop Talking About Our New Chicken Sandwich.”
Partners + Napier began working with BurgerFi in mid-2017 to formulate a new marketing strategy which led to the creation of the campaign.
"The work is born from a fun insight - that everyone truly feels they excel at something. Plus we loved the inclusive message of ‘Burgers for Every 1,'" said Pete VonDerLinn, executive creative director at Partners + Napier. “It celebrates every BurgerFi customer in a relatable, memorable way while communicating BurgerFi’s uniqueness too. It features a cast of quirky, memorable characters, and you can find at least one you can relate to based on their unique skill, hobby, passion or craft.”
He went on to say that they crafted the campaign with customization in mind, with a character to speak to every menu option and any market situation, including “The Top 1% of Minivan-Driving Metal Moms Will Never Stop Rocking Our Fresh Frozen Custard.” That also leaves space for the campaign to expand with new product offerings and in-store experiences, including localizing the work for new markets, since the chain features over 100 locations and continues to expand.
BurgerFi also stated that the top one percent mindset also applies to every aspect of the BurgerFi experience, from its fresh food to the sustainable design of its restaurants to the helpful nature of its team members.
“Rather than be exclusive with our top 1% mindset, we want it to be representative of everyone in a clever and engaging way,” said Corey Winograd, chief executive at BurgerFi. “Everyone has the ability to excel at something. They deserve to celebrate those qualities that make them unique with a burger that is special, too. Our new approach gives present and future customers a fast, memorable and fun way to internalize our message. And the 1% message can be applied across the BurgerFi experience — from the friendliness of our team to our sustainability efforts to our fresh, better burgers.”
The campaign’s digital ads and videos will run primarily on BurgerFi’s social channels and the work will also run in BurgerFi restaurants, on digital menu boards, posters and tray-liners. A radio spot will also run in local markets.