Slater’s 50/50 made headlines from the get-go. When things kicked off for them in 2009, the “better burger” category didn’t even exist yet. Umami JUST opened, Shake Shack was just a shake shack, and spots like Hopdoddy and Stout weren’t even conceived. So you better believe when Scott Slater revolutionized the patty platform with a blend of bacon and beef, people were going to talk about it. And they did. From The Food Network to Late Night, Slater’s was top of mind and bottom of stomach.
Now you can get a solid burger just about anywhere (pretty sure we saw some dry-aged Wagyu on toasted gluten-free brioche warming in the display at AM/PM). Slater’s culinary beacon of beef and bacon didn’t shine as bright in a sea of free-range, locally-sourced, positively-reinforced, artisanal, craft burger creations.
But the light is far from out. To complement new ownership’s aggressive franchise expansion plans, we were brought on to help reignite the brand and move it forward. We gave Slater’s back the voice they heralded in their hot sh*t hay-day. Loud, unapologetic and attention-grabbing. Bold copy meets bold design. Instead of just relying on cacophonous combos of bread-meat-bread, we let the branding do the talking and implemented a full-out strategic marketing maelstrom to bring it to light. Social, PR, advertising, in-store, activations, contests, digital content, collateral; we’re coming at it from all directions.
With 19.3K Followers, 3 new nationwide locations and a growing list of future openings, Slater’s bacon…er, beacon, is getting brighter.