This is my Spring 2017 advertising capstone project, where my classmates and I planned, implemented and managed an advertising and communication campaigns for Holler & Dash, a "Southern Style Biscuit House."
I was part of the creative team and helped plan the campaign by contributing to the development of its strategy, character, and visual identity. Illustrations, minus the team photo, and book design were done by me.
BRANDING:
Holler & Dash is a restaurant from Cracker Barrel, and it takes a fresh spin on Southern food, with a biscuit-focused menu. Led by their passion to create good food and memorable experiences, H&D sets itself apart by dedicating itself to fresh ingredients and Southern hospitality.
Source: AL.com
PROBLEM:
Holler & Dash wants to expand its reputation and stores nationally. While the brand has seen success in all of its southern locations, our challenge was to identify a way to connect this brand not only with other southerners but also to various consumers
across the country who don’t immediately connect with southern culture.
SOLUTION:
across the country who don’t immediately connect with southern culture.
SOLUTION:
From the insights of our research, we realized that above all else, millennials value the
realness or authenticity surrounding their dining experience. We also learned some of their expectations:
realness or authenticity surrounding their dining experience. We also learned some of their expectations:
-Brands that are true to their brand identity
-A social media presence that is up to date and relevant
-Managers that are understanding and transparent with their employees
-Food that is produced ethically
With all this in mind, we then brainstormed relevant synonyms, phrases, and southern colloquialisms that could connect to the “realness” that H&D had to offer, and then tracked in on a mind map. The result:
"Honest to Biscuits"
We chose "Honest to Biscuits" because it highlighted the realness of the H&D food and its commitment to authenticity, which is demonstrated by the fair treatment of its employees, to its ethical ingredient sources. These attributes are what millennials look for in a restaurant they will recommend to their friends, and also what has brought Holler & Dash tremendous growth and success thus far.
To learn more, check out our campaign book:
