Cousin’s Subs Fully Integrated Marketing Rebrand
Challenge
In 2012, Cousins Subs had issues to resolve. They made the best product in their category, but business was declining rapidly. We collaborated with new leadership on a strategy to surround consumers with new imagery and messaging to move them from a QSR to a fast casual franchise.
Solution
Romancing the product with photography and POS Complete art direction reboot to boost appetite appeal and contemporary style. Re-establish product quality credentials Video taste test versus (the big guys in the Subway) that says Cousins is better. Product oriented TV spots that say why Cousins is better Refresh store design and experience Helping to develop a contemporary, fast, casual environment from an antiquated QSR. Driving traffic with promotions, social media and PR Concepting interesting promotions such as “Twisted Subs.” Extending the ideas with viral social content generating thousands of hits and national coverage Localized lifestyle TV Driving home a commitment to statewide products with a Local @ Heart campaign. Articulating brand culture for employees and potential franchisees Putting pride of culture into the mix and bringing out heritage of the company. Building a new website experience rounded out the refresh
Results
24% Sales $ growth 31% Premium product sales growth We are proud to have a hand in that success and to be honored as the Cousins Vendor of the Year in 2016
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