Insight:
Post-pandemic, delivery, and takeout orders were up 20–25%. As consumer behavior shifted, Black Angus needed a way to grow to-go orders without cannibalizing their higher-ticket entrées. Takeout steak poses a challenge due to carryover cooking once it’s packed, so the team needed a new menu item that would travel well and maintain quality—burgers were the perfect fit.
CLIENT
Black Angus
SERVICES
Creative Strategy
Design & Copy Production
Packaging & Physical Assets
Integrated Campaign
Idea:
To expand their takeout business without compromising their premium steak offerings, Black Angus partnered with Gigasavvy to create a bold new burger identity exclusive to the to-go menu. The result was Badass Burgers—a flame-grilled, flavor-packed lineup that embodied the brand’s larger-than-life personality.
Inspired by the attitude of a “Harley Davidson of burgers,” Gigasavvy developed a standout brand complete with over-the-top burger names, rugged flame-driven visuals, and a tone that matched Black Angus’ signature richness and portion sizes.
To launch the new offering, we rolled out an integrated campaign spanning digital ads, web assets, in-store signage, takeout bag inserts, and other touchpoints to ignite interest and drive orders from loyal customers.
Impact:
The new burger line and associated campaign elements stoked the hunger of off-premise diners with the promise of over-the-top, bold flavors. Just two weeks into the launch of the campaign, these ads garnered the highest number of clicks as compared to other promotional offers.
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