REBRANDING Fleming's SteakhousE
Fleming’s reputation as a solid fine dining establishment with a refined-yet-comfortable atmosphere made them a national chain. But with today’s restaurant goers more focused on food than ambience, the steakhouse needed a rebrand.
To bring about this change we dramatically shifted their focus from people and decor to the sheer decadence of the menu, working with photographers to create a mouth-watering visual style that kept the brand’s contemporary elegance.
All Fleming’s communications now celebrated their culinary excellence, from retail to online.
We announced Fleming’s re-launch with billboards that made our already irresistible steaks impossible to ignore, then continued across channels that spoke to our target at their hungriest: print, online and email.
Online videos showed customers that we shared their passion for how food is made, with head chef Russell Skall bringing them into our kitchens. Within 2 months, website visits were up 22% and email clickthroughs alone exceeded 100,000.
ADDY, Websites, Bronze | ADDY, Mobile Websites, Bronze | ADDY, Photography Campaign, Bronze | ADDY, Photography Color, Bronze