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Newk’s Branding

Overview

Newk’s Express Café was entering a period of aggressive franchise expansion and took the opportunity to rebrand itself as Newk’s Eatery. It came to Ramey to help showcase its genuine (and remarkable for the fast-casual category) commitment to premium ingredients and fresh food.

Insight

From sushi-grade tuna to its signature fire & ice pickles, Newk’s goes to great lengths to source exceptional ingredients for its menu. Then it makes everything from scratch daily. Even the customers who already loved Newk’s were unaware of the category-defying passion that goes into each order.

Approach

Ramey worked with Newk’s to redesign and rethink all brand communications. From the menus and staff T-shirts to television, radio, digital and social, every customer connection showcased the impeccable ingredients and handcrafted commitment of Newk’s. While high-level communications told the Newk’s story and introduced the brand to new markets, targeted assets promoted online ordering and limited-time offerings.

88,974 app downloads. 377% increase in organic web impressions.

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