Blake’s Lotaburger
Eat Awesome
Blake’s has generations of history in New Mexico. The assignment wasn’t to manufacture relevance. It was to show the relevance that was already there.
Blake’s has generations of history in New Mexico. The assignment wasn’t to manufacture relevance. It was to show the relevance that was already there.
Results
$1.5M in new Cold Brew revenue in six months
- 32% increase in new users
- 41% paid-search CTR
- 377% above industry CTR benchmarks
Results
$1.5M in new Cold Brew revenue in six months
- 32% increase in new users
- 41% paid-search CTR
- 377% above industry CTR benchmarks
People
Mechanics. Nurses. Gamers. Families. Night owls. Lowrider culture.
People who already felt like part of Blake’s world.
We made them the campaign instead of putting advertising around them.
The look
We avoided polished QSR photography.
The work needed some fingerprints on it.
Polaroids. Stop motion. Analog texture. Real places. Real people.
The world
The idea worked because it wasn’t limited to one ad.
Brand stories, product launches, video, social, search and partnerships could all live inside the same visual world.
Different message. Same Blake’s.
Different message.Same Blake’s.
The attitude
The campaign didn’t need to tell people Blake’s was part of New Mexico.
It just needed to behave like it.
Credits
- Gabe Kachirisky
- Creative Director / Art Director
- Michael Margetis
- Copywriter
