Liberty Burger already had what most brands want: incredible product, loyal guests, and deep Texas roots across six neighborhood locations.
What it didn’t have was a brand presence as strong as the experience itself. In a category dominated by national chains with massive marketing budgets, Liberty Burger wasn’t losing on quality. It was losing on awareness. The client came to us with a smart idea: a six-month Burger Journey promotion designed to drive repeat traffic through limited-time burger features.
The instinct was right.
But before launching a promotional campaign, Liberty Burger needed something more fundamental – a clearly defined brand positioning and an authentic voice that could carry the brand and promotion with consistency and impact. Without that foundation, the Burger Journey would simply add noise and limited sales.
With it, the campaign could become something much bigger, a platform for brand growth.
We started by uncovering what made Liberty Burger unmistakably Liberty Burger. Through our brand immersion, we defined a voice that was witty, confident, and effortlessly likable – the “Ryan Reynolds” of burger joints. This wasn’t a manufactured personality. It was already there. It just needed to be unleashed.
We brought that personality to life through a unified brand campaign balancing culinary expertise, humor, and local pride. Launched across social, in-store and OOH, the work gave Liberty Burger a voice as bold as the food itself – and set the stage for the next phase: The Burger Journey.
This six-month promotion celebrated iconic regional burgers from across America – one destination, one story, one crave-worthy creation at a time. The campaign didn’t just introduce new menu items. It gave guests a reason to return, explore, and engage with the brand month after month, while creating a scalable framework for generating ongoing awareness and repeat visits.
At the end of the day, every touchpoint worked harder and every message sounded unmistakably Liberty Burger.
The impact was immediate, and measurable.
during campaign periods.
In the first six months, the brand campaign generated:
Impressions
Reach
Video Views
Within a similar timeframe, the Burger Journey generated:
Impressions
Reach
Video Views
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