BURGERVILLE | NW FAVORITE

Objective

Help Burgerville replace a perception of being fast food with a reputation as the Northwest’s favorite local restaurant.

Solution

Early in my career, I spent 5 years working on this campaign. Leveraging seasonal products featuring the best local ingredients, we made Burgerville known for NW favorites such as Walla Walla Sweet Onion Rings and NW Marionberry Milkshakes.

The largest regional outdoor and radio buyer at the time, we used award-winning creative executions to bolster an existing fandom of the brand and its delicious offerings. A few campaign highlights included: 

  • Local theater television spot in which elementary children play local farmers and ingredients chasing off the “big corporate burger giant.” 
  • You Can’t Lose Trivia game in which every game card not only educated about the quality of the local products, but also was a winner.  
  • Ranger Bud kids’ meal program, which centered on the stories of a dense NW forest ranger, his pet salmon in a fishbowl, and a host of other colorful forest creatures. 
  • Years of headline-driven campaigns celebrating seasonal products on billboards and restaurant point-of-sale. 

Outcome

In the short term, sales jumped when campaigns were running. In the long term, Burgerville has cemented its reputation for serving quality food featuring NW ingredients. Named for their local ingredients, popular seasonal offerings are highly anticipated in the region. 

POINT OF SALE

TRIVIA GAME

NORTHWEST-THEMED KIDS MEAL PROGRAM

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Let’s get started.