Industry News | August 3, 2011 | QSR Exclusive Brief

Good Times Beats the Heat with 'Rich & Cold' Ads

The new advertising campaign for Colorado-based burger joint Good Times is using some traditional media platforms—as well as a good dose of humor—to support the chain’s popular custard and shake products this summer.

The Rich & Cold campaign centers on the products’ flavorful, heat-busting characteristics using an old and wealthy pair eating Good Times treats.

To compliment the concept’s heavy focus on drive thru, the new ads are plastered on billboards and bus boards across Colorado, and they’ll also be spotlighted on traffic radio.

Mike Sukle is owner of Denver-based Sukle Advertising, the agency responsible for the Rich & Cold campaign. He says the 24-year-old Good Times brand had gotten a little “old or tired for the market,” and that the goal was to bring it some life to stir up its passionate fan base this summer.

“We were fortunate because we had never worked on it before, but we were always huge fans of the brand,” Sukle says. “So we kind of came in with some fresh perspective.”

Sukle says the traditional, out-of-home advertisements were important to the new campaign because it aims to lure in the commuting crowd.

“We looked at this, and we thought, ‘OK, you’re in your car, you’re driving around, it’s hot, you want to cool down,’” he says. “It seemed like the perfect situation to use out-of-home [platforms].”

The new advertisements also feature a simplistic layout and hand-written typography, which Sukle says play off Good Times’ hand-crafted theme.

“Sometimes, in this day and age, there’s too much stuff that’s computer-generated, and it misses that tactile, human element to the design,” he says. “Good Times food is based on being made to order … this seemed like the perfect place to introduce that hand-done, hand-quality, hand-crafted feel into their advertising.”

By Sam Oches