Dive Brief:
- Five Guys has launched “Your Burger Guy,” the fast-food chain’s largest integrated brand campaign to date, per details shared with Marketing Dive.
- The campaign, which includes three 30-second ads, is based on a “Satisfaction Perfected” platform that positions Five Guys as a “sure bet” for fresh, generous and consistent fast food.
- “Your Burger Guy” was created by indie agency Chemistry and will roll out across film, social, digital, audio and in-store channels.
Dive Insight:
Five Guys aims to make a bigger splash with a campaign that represents its largest integrated marketing effort to date in terms of media spend, channel mix and assets. Creative focuses on the chain’s ingredients, craft, portions and rituals while nodding to the idea that cash-strapped consumers do not want to gamble on meals.
“Your Burger Guy” was created by independent agency Chemistry, which is also handling the campaign’s media. Three 30-second spots ladder up into a larger “Satisfaction Perfected” platform on which the brand can iterate.
The “Your Burger Guy” spot focuses on Five Guys’ large serving sizes and ends with the tagline, “When your craving calls, get your burger guy on the line.” “My First Call” centers on the chain’s 40 years of burger expertise and fresh ingredients, and “Good News” shows how a family gets over the bad news of a broken-down car with Five Guys delivery.
The focus on fresh ingredients mirrors simple marketing messages from restaurant competitors including Chipotle and Papa John’s, while the overall message of expertise and reliability could help justify the chain’s long-running reputation for higher prices. Five Guys last year rolled out a combo meal option as it looks to better compete with fast-food chains that have made value offerings table stakes.
Fast-food heavyweights McDonald’s and Burger King have recently put burgers at the center of their marketing in the form of the Big Arch and the “There’s A New King And It’s You” campaign, respectively. However, beef production costs have risen 32% since January 2023, with burger prices at restaurants only increasing by about 14% in the same period, per Datassential’s Burger Price Index.
Privately owned Five Guys operates more than 1,900 restaurants worldwide. The brand earlier this year faced backlash when a buy-one-get-one-free offer timed to Five Guys’ 40th birthday caused product shortages and ordering mishaps. Five Guys publicly apologized for the problems and doled out $1.5 million in bonuses to employees.
