Freddy's Frozen Custard & Steakburgers

  • Brand Positioning
  • Advertising
  • Communications Strategy

If You’re Going To Be Bad, It Better Be Good

Freddy's Frozen Custard & Steakburgers, one of the fastest growing fast-casual franchises in the country, was looking to boost sales and stand out in the very crowded burger category.

SRG beat out four other agencies to win the business to create Freddy’s first-ever fully integrated national campaign.

We knew we had to do something disruptive to break through the clutter, but in a world where everyone is saying “diet,” how do you make it okay to indulge? We focused on tapping into social truths and telling relatable stories. We brought moments of exasperation to life to remind people that indulgences are part of a balanced life and should be full of joy and free of regret. We produced work across every channel with the fully integrated This Good campaign. And we did it all based on one simple related insight: If You’re Going To Be Bad, It Better Be Good. And there’s nothing better than Freddy’s.

It was the first time a fast-casual chain ever embraced balance and moderation in diet in a totally transparent way, and the campaign was aligned with Freddy’s overall philosophy from day one. We sparked a ton of social engagement, watching our fans show off their balanced lives with the hashtag #freddysworthit, and we saw an over 20% lift in key measures like sales, guest count, and item count versus non-TV campaign markets.