Brand Refresh and Product Launch by Siltanen & Partners Puts Togo’s Back in the Black.
While Togo’s Sandwiches was once a familiar, west-coast favorite, recent years saw competition in the category hit an all time high. Togo’s found that it was no longer top of mind for its once loyal customer base, resulting in quarter after quarter of declining sales.
With guest counts down 25% since 2012, it was with nervous investors and unhappy franchisees that President Glenn Lunde named Siltanen & Partners agency of record at the outset of 2018.
The ensuing top-to-bottom consultation provided by S&P resulted in one of the most spectacular turnarounds in recent QSR history.
"Doggy Drone" :30
Our process began with a logo refresh, featuring a simplified color palette and new slogan, “True to the Sandwich”, which spoke to important brand pillars: devotion to generous portions and quality ingredients. This emboldened style guide was translated across product packaging and other place of purchase materials, revitalizing employee uniforms, in-store decor, and window clings.
More than anything, we realized that rebuilding Togo’s brand interest would be reliant upon manufacturing desirability. This meant going so far as to develop a proprietary hero product, “The Pretzelrami”, that would be featured in an all-inclusive campaign centered around the tagline “How Far Would You Go For A Togo?”.
Our executions came to life through a series of live action spots that injected the brand with personality and major appetite appeal, shattering industry averages for completion rate and engagement.
With a shoestring media budget, our placements were designed to stretch each dollar to its fullest extent. As Togo’s restaurants are predominantly located in the Bay Area, we partnered with the San Francisco Giants to ensure reach and relevance to our audience. Alongside running our ads, we implemented in-game live reads, product features, and bespoke animations like the “How Far Would You Go” home run tracker.
SF Giants pre-game product placement
SF Giants "How Far Would You Go?" in-game feature
Finally, the campaign was rounded out with a high-performing, two-pronged digital initiative, bringing an eye catching illustrative style and hunger inducing food photography to programmatic banner ads.
The results: an immediate spike in traffic, an ecstatic network of franchisees, and a new best-selling sandwich for a once-struggling brand. To top it all off, sales of the new Pretzelrami have been incremental, meaning that instead of cannibalizing other menu offerings, our successful launch raised unit sales and cravability across the board.