free.studio.
Betty's Burgers has appointed free.studio to lead the next stage of its brand work, following a competitive pitch.
"I freakin' love Betty's. Brilliant product, brilliant people, and a pitch that was honestly a joy to be part of,” said free.studio founder, Michael McConville.
“Burners was the first exercise for us together, and it told us everything we needed to know - that this is a team who genuinely cares about the work and each other, and who'll give a good idea the space it deserves to live in the real-world, across every part real people are likely to come across.
"That's often the rare bit. We’re chuffed-to-bits, knowing what’s coming up.”
The scope covers strategy, creative and the entirely integrated campaign that carries it, developed alongside Betty's in-house team.
“The team at free.studio are exactly the kind of partners you strive to work with,” said Betty’s Burgers head of marketing & experience, Aimee Hocking.
“Great humans, strong creative thinkers, and genuinely driven to make an impact on Betty’s. Having a modular resource approach allowed us to make mid-steam pivots on our Burners Campaign to lean into great ideas at speed.
“It’s also a particular joy to work closely with their founder, Michael. Sharing a passion for marketing effectiveness and knowing that runs deep in their DNA, gives you the confidence to be bold.”
The appointment follows free.studio's recent work on Betty's Burners — the brand's limited-time-offer spicy range, delivered as a fully integrated campaign across PR, social, paid, influencer and in-restaurant.
"We haven’t really been making too much noise about what we’ve been doing,” said McConville.
“We've been heads down, working on things we love, with people we love. Some good people, like those at Betty’s, have welcomed us and forged great, early-stage partnerships with us – that means the world to us.
“So, I guess some things are worth saying out loud, and this is one. There's work in motion we're proud of. Can't wait to set it free."
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