We beat out four other agencies to win the business and create the first ever fully integrated, national-reaching campaign for Freddy's Frozen Custard & Steakburgers, one of the fastest growing "Fast Casual" franchises in the country. We keyed on social truths people can relate to and created collateral that was disruptive -- the first time a "Fast Casual" chain ever embraced balance and moderation in diet in a totally transparent way: Freddy's sells delicious Frozen Custard and Steakburgers, but they've never suggested people should eat every meal there. That would be extreme. They've also never asked people to sacrifice the treats from Freddy's that they love; that would also be extreme. Somewhere in the middle is balance. More importantly, in order to showcase the high quality, delicious food and dessert offered by Freddy’s, we suggested that when you do indulge, whether twice a week or twice a month, you owe it to yourself to have the best. How frustrating would it be to work out every day for two weeks, then reward yourself with a meal, only to have it come cold and taste bad? That's a waste and a recipe for guilt.
Bottom line: If you're going to be bad, it better be good. And there's nothing better than Freddy's.