44 year-old brand grows 8% with support of bold positioning and advertising.
T H E C H A L L E N G E
The Culver family had grown after acquiring A & W locations. Expanding beyond the Midwest, they needed a fresh shot of energy to give customers and franchisees a way to talk about their favorite brand.
O U R S O L U T I O N
After eating in 22 Culvers and listening to what loyal customers had to say, we helped them launch a new category of food, “Midwestern Food”. The Midwest is a unique place and they have their own signature flavor, just like any culture does. The Midwestern Food position communicates farmland quality and local values to customers on the coasts, while offering a point of pride to Midwesterners.
R E S U L T S
