The American food chain Foster’s Hollywood has completed a strategic repositioning process, three years after relaunching the brand seeking to enhance its presence in the market and connect with new audiences. In this way, the Alsea brand begins a new stage by reconnecting with what it considers its genuine essence, being the place where everything revolves around enjoyment.
The new strategy has been worked on together with the strategic consulting firm Granpaso and the creative agency McCann, and has fun as the protagonist. Foster’s Hollywood advocates fun as a way of life, shared leisure and the enjoyment of good times without complications, and is a meeting point where you can unwind. All of this is expressed under the new brand claim “Fun wins!” (Fun wins).
“We want our restaurants to become that plan that you choose to disconnect”
In this sense, the restaurant chain wants to position itself as a refuge and meeting point to live a different experience and get away from all those barriers, such as work, routine or cell phones, that prevent the enjoyment of quality time.
“‘Fun Wins!’ It is not just a campaign claim, it is a new way of understanding the Foster’s experience: more open, more vital and more connected to what people are looking for today.“said Alexis Chauvin, Director of Marketing at Foster’s Hollywood, in a statement. ““We want our restaurants to be much more than a place to eat, to become that plan that you choose to disconnect, share and enjoy with your loved ones.”
As Adrián Mediavilla, Co-Founder of Grandpaso, expressed through LinkedIn, the new territory offers new connection opportunities for Foster’s Hollywood. “When a brand is called Hollywood, you have the opportunity to talk about something that goes beyond food: the desire to have a good time.“, he noted. “And, once we understood that, the opportunities to generate brand relevance multiply exponentially.”.
The new positioning comes to life in an advertising campaign, which has included Little Spain in the production. The ad is a fun retrospective of situations in which, throughout history, someone or something has interrupted a moment of enjoyment, such as calls to battle in ancient Rome, in the Middle Ages or during the French Revolution. That call is, in present times, that of the boss at work. Foster’s Hollywood invites you to ignore it and let the fun win.
McCann considers that the campaign is a declaration of intent from Foster’s Hollywood in regards to its positioning and search for differentiation. It achieves this, among other things, by opting for a tone and visual style that break with the standards of the category and that also aims to convey fun.
“The campaign connects what has always been an unavoidable duty and the seriousness of other times with what really matters: valuing fun“, commented Álvaro López, Executive Creative Director of McCann. “We want to turn Foster’s Hollywood into an escape route from those barriers that prevent us from having a good time. The result is an idea that puts the consumer at the center and celebrates and claims, with a lot of humor, that, between a serious or boring plan and something fun, fun always wins.”
In addition to the campaign, the new positioning is accompanied by the launch of new burgers, which are presented under the idea “Very gourmet.” The proposal, as stated by the brand, maintains Foster’s Hollywood’s desire to differentiate itself from other players in the burger segment by focusing on quality, flavor and providing a unique experience for burger lovers.
The campaign has media planning by Carat and will have executions on television, connected television, cinemas, outdoor advertising, digital, point of sale and Spotify, and will have collaboration with influencers. It will remain active until November 16.
