Moxies vs.
Going Unnoticed
Out of sight and out of mind, Moxies needed to get on the radar of millennial foodies to generate more top-of-mind awareness and drive consideration.
Sector
Hospitality
Services
Advertising Campaign
Brand Strategy
Tale Of The Tape
One of the original upscale casual dining restaurants, Moxies’ position as an industry leader eroded over the years as competitors like Earls, Cactus Club and JOEY ate away their share of the pie. In addition to the challenge of age-old perceptions not reflecting today’s experience, Moxies struggled with maintaining relevance and meaning, especially with younger audiences.
Armed with our very own Ringside™ research, powered by Angus Reid, it was clear that Moxies is a blank canvas not known for anything positive or negative. To increase consideration and to position itself as a unique offering, Moxies set out to become famous for delicious fresh food handcrafted in-house under the guidance of Executive Chef Brandon Thordarson, a stark contrast from the competition, whose messages typically centre around seasonal offers and Happy Hour.
Creative Knockout
The new campaign embraces the insight that a clean plate is the best sign of a deliciously enjoyed meal, reinforcing the relationship between chef and guest and hitting on the emotional appeal of eating a delectable, well-crafted meal. Clever messaging and a visual juxtaposition of before and after dishes highlight the care, attention to detail, and quality ingredients that go into making mouthwatering food at Moxies. TV, online video, OOH, social and a long list of in-house and owned media assets were leveraged to connect with the target demographic and to celebrate the shared experience of how Moxies’ deliciously, handcrafted, fresh food is devoured by foodies across Canada and the US.
“It took 3+ years (2 of them in a pandemic) to reach this point with heroic efforts from all the groups involved. Moxies, you should be so proud. You just levelled up! I love the Delicious is in the details platform as it represents the elevated food story perfectly.”
Joanne Forrester, President & Chief Operating Officer
