Erik’s Delicafé, a San Francisco Bay-Area restaurant chain, needed to reach out to new consumers. Erik’s was lagging behind competition among lunchtime 18-34 year olds and sought a way to excite audiences and invigorate sales.
Through extensive research into Erik’s competitive advantages and target audiences, it was found that the Erik’s strength was the character of the brand. It was determined that playing up the “character” of Erik’s would reach the sought-after demographic through spots and materials utilizing animation. The spots would be fun with lively action, and support the chosen tagline of “Sandwiches with Character”.
Erik’s sales increased 6% over the course of the campaign. This pushed more locations into profitability versus previous years, and attracted additional franchisee interest, leading to additional store openings. The resulting series of spots also won multiple regional Addy and Telly awards in both the Northern California and Hawaii, and have created a positive following for Erik’s.
