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.

  • Advertising Campaign
  • Brand Strategy
  • Broadcast Production
  • Content Production
  • Digital/OLV
  • OOH

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. Add to that the challenge of age-old perceptions not reflective of today’s experience, Moxies struggled with maintaining relevance and meaning, especially with younger, millennial 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.

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. 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. 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 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.