Some of us are of an age where we still harbor a (tiny) crush on our first supermodel. We may be all grown-up now, but Cindy Crawford gives us a little flutter in our hearts and reminds us of a time when the world was filled with possibility, and we could go anywhere and become anyone, as long as we wore our Calvins, with a cold Pepsi at hand.
Of course, somewhere along the way, Cindy Crawford also grew up. She’s become a successful businesswoman, not to mention a mother and, well, a supermodel. Some things never change. And, as it turns out, she’s got some pretty good ideas about cheeseburgers. Spicy cheeseburgers with jalapeños and tortilla chips. (There she goes, appealing to our 16-year-old selves again.) We know all about her burger, not just because we’re huge fans of chips in our sandwiches, but because we worked with Umami Burger to create a launch & marketing plan for their Artist Series collaboration for Cindy’s Casa Burger.
With a 10-week promotion and a limited budget (because when has a restaurant budget not been limited?), we focused our marketing plan on three key areas: in-store promotion, digital, and social. In-store is always critical to a restaurant LTO – it doesn’t matter how many times customers hear about an item, if it’s not on the menu, they’re probably not going to order it. Our digital advertising was focused and refined throughout the run to reach new guests who were close to one of the restaurants and had an affinity for Cindy Crawford, supermodels, or spicy cheeseburgers. And our social strategy split the difference – reaching Umami loyalists, but also using Cindy Crawford and regional influencers to spread the word to a new crowd. And we have to say that we felt like we were 16 again when we got a [kiss][dot] comment from Cindy Crawford on Instagram. If only our 16-year-old selves had had Instagram.
Most importantly, Cindy’s burger delivered. Her 11-layer masterpiece was the top-selling Artist Series burger in Umami’s history, even before it was extended for an extra week. And our digital campaign drove the highest web traffic umamiburger.com has seen in at least a year. We gained followers and fans, and introduced Cindy’s grown-up fans to her husband Rande Gerber’s Casamigos tequila. Cheers!
Oh, and one final note to our 16-year-old selves. We went to a launch party with Cindy Crawford. The world really is filled with possibility.