Ribs & Burgers New Menu Launch Social Media Campaign
After launching a new menu built around generous portions, great value and a playful personality, in a category dominated by dark, moody aesthetics and straightforward food photography, the brand needed a social presence that actually stopped the scroll.
Sunny and Gemma worked on this project during their time as Brand and Marketing Lead at Blue Coral Concepts.
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Attract new audience, promote new menu and increase foot traffic to restaurants. Position the brand as good value, not cheap but you get high quality and generous portions. They make it worth your while. Make the brand personality more prominent, cheeky, slightly irreverent while still remaining friendly and warm.
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Brand Strategy:
We threw out the industry playbook. Bold typography fills frames edge to edge, sometimes breaking right out of them. Single-colour illustrations are layered over hero food photography to exaggerate portion sizes to near-ridiculous effect, making the value proposition visible before anyone reads a word. The copy pulls its weight too: lines like "2 Hands Required" and "Need More Napkins" are short, witty, and let the audience do the thinking. The tone is warm, a little chaotic, and completely on-brand. The result is a social feed that feels nothing like the competition and exactly like the food: bold, generous, and a bit of a good time.
The colours are bold but not obnoxious. They are warm and inviting while still retaining a bit of Ribs and Burger’s cheeky personality.
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15% increase in social media engagement, 20% increase in sales and foot traffic. Positive feedback regarding the new look and menu