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Brand Strategy   |   Marketing Communications

Newk’s Eatery:

Brand Strategy Refresh

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Challenge

The fast casual category continues to be one of the fastest growing sectors of the restaurant industry. As Newk’s Eatery’s franchise expands and more players enter the fast casual market, differentiation from competitors is vital. The brand positioning of “fresh casual” is overused in the industry, and Newk’s needed a new brand strategy to stand out in the growing market.

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Insight + Strategy

By focusing on the flavorful food experiences and uncompromising quality and service Newk’s Eatery offers, Ramey developed a new brand strategy, brand language and brand look that aligned with Newk’s core values and elevated the brand to new heights.


the campaign

Ramey developed new branding elements – everything from in-store POP to grand opening materials – to reach consumers at every touchpoint, along with new food photography that showcases the flavorful and diverse menu offerings. Media includes TV, print and digital ads, radio and outdoor, along with a thriving social media campaign on Facebook, Twitter and Pinterest.
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results

The refreshed Newk’s brand strategy and creative has been successfully put into place across the Southeast and strongly resonates with consumers. The impressive social media following continues to gain traction every month and has garnered almost 7 million impressions to date.

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