How Do You Roll?, an Asian fast-casual franchise, has rolled out its first branding campaign—“A Better You, By You”—focusing on real consumer experiences.
“This campaign is all about empowering people to make better decisions in their everyday lives,” says Katie Theuer, chief marketing officer. “With so many healthy options on our menu, we hope to contribute in a small way to making people’s lives better by providing food that not only tastes great, but they can feel great about eating.”
The first two stories come from Anna Peterson of Austin, Texas, and Patrick “Petey” Surber of College Station, Texas. Petersen eats How Do You Roll? for the energy she needs while coaching swimming, and Surber has made How Do You Roll? part of his everyday diet, which has aided in his weight loss of 80 pounds.
“I work out really hard so I like to eat light for lunch,” Surber says. “How Do You Roll is perfect because it’s a few veggies, rice, and meat. It’s nothing heavy or greasy, so it’s become the staple of my lunches every day.”
The campaign promotes betterment, one of the company’s core values, and empowers consumers to pursue goals with the help of How Do You Roll?
How Do You Roll? encourages customers to share their stories on the brand’s website. Stories that truly stand out could be highlighted in future marketing materials.