Max's Restaurant: Case study

Credits & Description:

Company Entering : Petch, Manila
Brand : Maxs Chicken
Advertiser : Max's
Agency : Petch, Manila
Chief Creative Officer : Andrew Petch
Creative Director : Rachel Villanueva
Copywriter : Rachel Villanueva/tim Ng
Junior Copywriter : Thea Batalagas
Art Director : Carlton S Coon
Junior Art Director : Jade Gotera/edward Balthazaar/bernard Gatus
Account Director : Adrian Antonio
Agency Producer : Jem Lim/robert Sena
Film Production Company : Film Pabrika, Manila
Director : Joel Limchoc
Executive Producer : Phoebe Nedia
Post-production Company : E 0+, Manila
Editor : Eo+/edge Manila
Colorist : Eo+/edge Manila
Flame Artist : Eo+
Other Post-production Credits : Edge Manila
Visual Effects : Eo+
Sound Production Company : Hit Productions, Manila
Print Production Company : Parallax, Manila
Photographer : Wesley Villarica
Retoucher : Jolean Pescadero
The Brief : Max's Restaurant Needed A Communications Campaign That Made The Brand "cool” With A New Younger Audience" Without Alienating Their "older Audience" Who Were Loyal Customers.
The Strategy : Our Strategy Was To Create A Brand Campaign That Communicated The Famous Slogan Written On The Front Of Every Restaurant Since 1945 - 'the House That Fried Chicken Built' In Order To Not Alienate Our 'older Audience' But Execute It In Way That Was Seen As 'cool’ By A New Younger Audience. So We Created 'the House That Fried Chicken Built - The Movie'. A Film That Turned The Restaurant's Menu Into A Movie By Turning Its Food Items Into Human Characters. And Told A Fictional Tale Of How The Chicken Built The House And How It Brought The Other Food Items Into The House. It Was Promoted Via Unbranded Character Sightings Online, Unbranded Character Trailers Online, Unbranded Official Trailers Online, Movie Posters In-store, In-store Merchandising Materials And Finally The Film Itself Posted Online.
The Execution/the Execution & Craft : We Created 'the House That Fried Chicken Built - The Movie'. A Film That Turned The Restaurant's Menu Into A Movie By Turning Its Food Items Into Human Characters. And Told A Fictional Tale Of How The Chicken Built The House And How It Brought The Other Food Items Into The House. It Was Promoted Via Unbranded Character Sightings Online, Unbranded Character Trailers Online, Unbranded Official Trailers Online, Movie Posters In-store, In-store Merchandising Materials And Finally The Film Itself Posted Online.
The brief :
Max's restaurant needed a communications campaign that made the brand "cool” with a new younger audience" without alienating their "older audience" who were loyal customers.
The strategy :
Our strategy was to create a brand campaign that communicated the famous slogan written on the front of every restaurant since 1945 - 'the house that fried chicken built' in order to not alienate our 'older audience' but execute it in way that was seen as 'cool’ by a new younger audience. So we created 'the house that fried chicken built - the movie'. A film that turned the restaurant's menu into a movie by turning its food items into human characters. And told a fictional tale of how the chicken built the house and how it brought the other food items into the house. It was promoted via unbranded character sightings online, unbranded character trailers online, unbranded official trailers online, movie posters in-store, in-store merchandising materials and finally the film itself posted online.
The execution/the execution & craft :
We created 'the house that fried chicken built - the movie'. A film that turned the restaurant's menu into a movie by turning its food items into human characters. And told a fictional tale of how the chicken built the house and how it brought the other food items into the house. It was promoted via unbranded character sightings online, unbranded character trailers online, unbranded official trailers online, movie posters in-store, in-store merchandising materials and finally the film itself posted online.
The result :
The most successful advertising campaign the brand has ever done in 73 years. 9%+ increase in sales. 6million+ views online. 2million+ free pr. And achieving our objective of making the brand 'cool' to a younger audience without alienating our older audience - with 91.7% positive comments online.