Underdog Canadian fast service restaurant chain, Harvey’s lives in class dominated by giants. Manufacturers like McDonalds, Tim Horton’s and Wendy’s who, all have considerably extra places throughout the nation together with the added advertising sources devoted to supporting them. Including to Harvey’s challenges was the way it had been spending what little valuable advertising {dollars} it had on short-term, price-value primarily based techniques, like flyers, on the expense of long-term model development.

Customization has lengthy been some extent of distinction for Harvey’s and with the ability to high your burger simply the best way you need it’s what makes the Harvey’s expertise so nice. Sadly, attributable to being drowned out by the competitors and a deal with offers over differentiation, this truth was beginning to be misplaced on youthful QSR prospects. Our objective for this marketing campaign was to re-enforce that for them.