Can a single place be the one for everyone?
With over 150 menu items and 50 craft beers, BJ's Restaurant & Brewhouse definitely can. There truly is something for everyone on the expansive menu—from pizza to steaks, burgers to salads, craft beers to fine wines. So ... unfortunate name aside ... I spearheaded a 360-degree brand platform for this 140-plus restaurant chain built around a new brand idea, ONE FOR ALL. Pro-duced while my agency, Rule of 3, served BJ's for over two years, the campaign streamlined a scattered message and wrapped it in a clean, modern face to the world. The campaign was expressed in TV, Digital, Social, In-Store, Out-of-Home—even impacting Menu Redesign. Everywhere lovers of pizza and craft beer turned, a smart new message was there to invite discovery of the many ways to love a visit to a new place a step above fast-casual. The results were
BJ's first national TV campaign used humor to seed the One for All concept.
An example at left celebrated BJ's alluring assortment of home-brewed craft beers. A holiday viral video, Taps, netted over 1 million views. We continually expanded the campaign into new territory, finding new ways to reach consumers.
PRINT + BANNERS
Print and banner campaigns highlighted the depth
and breadth of the offerings at BJ's,
so you could find your gastronomic "plus one."
To drive social engagement,
we created the "Vine Dining Experience," a contest inviting diners to shoot their own custom Vine video while dining or socializing. Curated videos were featured on social channels to put customer enthusiasm front and center. We continually looked for new avenues to get our message out —even on wait buzzers.