In order to increase traffic in their restaurants, Teriyaki Experience wanted to develop a campaign that would highlight the key differentiators between them and their competition, and communicate these messages to existing and new customers.
Using the previous 'I Love Teriyaki' campaign as inspiration, BTI developed the 'More to Love' theme around key messages and bold graphic designs. The campaign was launched in-store through use of posters, tray liners, stickers and branded aprons, as well as through a direct mail with a coupon offer.
The campaign resonated well with both customers and franchisee's. The direct mail campaign led to much higher than anticipated coupon redemptions. As a result, the 'More to Love' theme was extended to help launch a holiday season promotion.