With the rapid growth of the QSR industry, Cane’s needs to differentiate themselves among their growing pool of competitors by focusing on a single, own-able aspect.
Pre-gaming is a popular sports tradition in the US, but many restaurants have neglected to capitalize on what happens after the game. The challenge is to create a 360° campaign that positions Canes as a restaurant perfect for their customer’s post-game, celebratory cravings.
There is no day like game day. There are few events in life that are so inspirational, so thrilling, so unifying as sports. The excitement you feel, the rush of adrenaline in your veins- it comes from the tradition. It’s in the game, it’s in the fans, and it’s in the athletes. Tradition is masses of fans gathering in the city street to cheer for hours after the game is over. It’s in the team’s locker room, jumping together spraying champagne in celebration. It’s unlacing the cleats, hanging up the jersey, taking it all in one last time before heading home.We hold tradition close to our hearts. Win or lose, game day wouldn’t be the same without it.
In 1996, Cane’s was founded on tradition. Our menu is simple, because we don’t need anything more to promise you a phenomenal chicken finger meal. Tradition is what keeps us successful; it’s in our preparation, our recipe, our environment, our employees and our customers. What makes sports, sports, makes Cane’s, Cane’s. This is our tradition, this is your tradition. Cane’s wouldn’t be the same without it.
Savy students are avid sports game attendees, heavy mobile/social media users, and are strongly influenced by their peers.
These are new grads and young professionals who often go out to eat and live an active lifestyle.
These fans are suburban families that have young, active children and are comfortable spenders.
Launch Post: Hype video will kick off campaign to tell the story behind the new post-game tradition, using #ATasteOfTradition.
Evergreen Content: This is content that aligns with the playful and spirited theme of the overall campaign.
UGC (User Generated Content): Social media will Repurpose fans’ content using the branded hashtag. This will be a way to interact with fans and allow them to contribute to the campaign, sharing their own post-game traditions.
Most of the image is still, focusing only on the girl as she drinks her drink and eats her Caniac (kids) meal. Light steam emerges from the food in the forefront of the frame.
Instead of the classic “gatorade shower,” beverage will be replaced by Canes special dipping sauce. “Sauce Shower.”
At a small high school stadium, all three items rise at different elevations with the chicken finger at the top. Emulates a winners podium and frames Canes Chicken as #1.
The Facebook Ad campaign consists of banner ads displayed across the web. These ads are shown to users that fall into the target market. In addition, stadium banner displays are shown at major sports games across the country, using the relationships that Canes has with hundreds of teams nationwide to promote the post-game tradition.