Shaking up the fast food market
Brand // Strategy // Packaging // Web // Social
Miami Burger presented an exciting challenge to simultaneously open a restaurant business and launch into retail. Great-tasting fast food with none of the bad stuff; 100% plant-based food aimed at the mainstream consumer.
Fast food brands are on every high street and around every corner. Here we have a fast food product that contains none of the nasty stuff, but with all of the flavour of a great burger. With the vegan lifestyle growing in popularity, here was an opportunity to really shake things up.
The approach was a brave and single-minded approach to challenge the big boys. The brand positioning makes no bones about what we stand for, with an identity and attitude that was certainly designed to ruffle a few feathers.
In the lead up to launch, we implemented a social marketing campaign that was designed to create a buzz about the brand. The launch was greeted by an explosion of positive conversation on social channels — Miami Burger has arrived.