They had no CMO.
They were mostly known for variety. They had great food. But they needed to refresh their positioning. They needed focus and an identity.
We created an icon for the brand, the Scarecrow, who leaves his post, (literally) and comes to Farmer Boys to protect the farm fresh burgers at Farmer Boys.
We took a chance to put them on TV and directed and produced the commercials with a bare bones budget. With a meager 2 week media run, we launched! The rest is burger history.
In four short years, this 34 year old brand has experienced 32% guest growth. The Scarecrow is now a famous icon representing the farm literally coming to the table. There is a new CMO in place. The industry-defying growth continues.