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Project Overview:
Brother Jonn & Sons (BJS), a newly open American style burger joint, is launching it’s new signature menu amidst the wave of food truck business.
BJS came at the right time when American rap culture started to hit the city. We approached several well-known musicians and community leaders to choose one out of three newly released menus. We leveraged their credibility to drive conversions. Today, BJS is known for its consistent taste and branding, standing out from other brands that come and go.
Problem Statement:
A side from their unique food truck and American style ambience, BJS is part of Suis Family’s group which is the holding group of Suis Butcher, the most legendary steakhouse in Bandung.
Hence the quality of the meat is par to high-end burger joints. However, people are not aware of this and the brand also avoid to be override by the mother brand.
Challenges:
Bandung is a unique market for F&B. The city is known for its innovation, which means there are many competitors and trends turnover is fast. Unless a brand has a strong distinction and community, the business won’t last long.
- The number of new food truck in the city
- Making a distinction on BJS brand without borrowing too much of mother brand credibility
Ideation Process:
Product Development
So at the very begining of the campaign, we develop two new menu that highlight the meat quality: The 1984 Cheese Burger and The Duke Mushroom Burger
This shifted the menu from trying to be unique with topping, to a more simple and flavour focus menu. Later the two become the most favorite burger option, loved by many for it’s simple and delicious taste.
Insight
Bandung is known as a city of culinary innovation, with a plethora of small-scale business owners. Rather than creating competition, we aim to collaborate with these influential people, borrowing their credibility and relatability as locals.
Our initial objective is simply to raise awareness of our newest menu item, which boasts the best quality meat and several other unique selling points.
Our strategy is to explore our owners' business links and curate a group of 14 business owners and creatives to be part of our burger campaign.
Execution Phase:
Creating Hero Asset
We connect with our talent and let them taste two of our newest menu items. They decide which burger is their "hero". Later, they are captured enjoying the burger as part of our hero assets.
There is no script for this campaign. Each influencer can choose any burger they like the best. Many of them choose our classic 1984 Cheese Burger as their favorite. Rather than pushing other menu items, we leverage this enthusiasm by encouraging user-generated content.
Creating User Generated Content
A few weeks after launching our influencer asset, we launched the #84toGo competition to encourage people to enjoy our burger on the go.
Within the first two weeks of the competition, we received over 50 submissions. The user-generated content (UGC) successfully drove awareness and sales of the new burger.
Measurement & Evaluation
Leveraging the power of commuinty, we are able to borrow these figures credibility to boost our owned channel performance in the first month of the launch
Social Media Matrix
- +75% engagement
- +23.7k reach
- +7% followers
- ~83% sales driven by new burger in the first month
Takeaways:
This project made me realize the power of networking. Instead of competing with others, it is best to use our network and good relationships to equally support the business.
This project is manage under Marketing & Creative team of Suis Family. Working alongside:
Bimo Wibisono Nugrono, Dwitanti Rahayu, Andhiko Putra