Hasta La Creative!

Underdog Canadian quick service restaurant chain, Harvey’s lives in category dominated by giants. Brands like McDonalds, Tim Horton’s and Wendy’s who, all have significantly more locations across the country along with the added marketing resources dedicated to supporting them. Adding to Harvey’s challenges was how it had been spending what little precious marketing dollars it had on short-term, price-value based tactics, like flyers, at the expense of long-term brand growth.

Customization has long been a point of difference for Harvey’s and being able to top your burger just the way you want it is what makes the Harvey’s experience so great. Unfortunately, due to being drowned out by the competition and a focus on deals over differentiation, this fact was starting to be lost on younger QSR customers. Our goal for this campaign was to re-enforce that for them.