Losacco’s first campaign invites customers to “Live A Little,” with its food and sharable experiences. Known as the #SquareTalk campaign (an ode to the square burgers), it is an integrated multi-channel approach with a heavy digital and social emphasis “designed to win back lapsed customers and to increase comp sales.”
“We’re a challenger brand. We can be edgy. We can be fun. We can be irreverent. And those things haven’t really been the case,” Macaluso said in April.
That’s definitely the reality with this campaign.
“'Live A Little’ is a mindset and is at the very core of why people visit Krystal,” Losacco said in a statement. “#SquareTalk is more than a play on words about our iconic square burgers. It means Krystal gives it to you square and simple in a way that other [quick-serves] can’t.”
Collaborating with Tombras, Losacco is using a unique approach to tie digital advertising to the bottom line on behalf of Krystal, the company said. This campaign incorporates paid social using a beta program and partnerships with third-party vendors to track every single digital tactic deployed and the resulting real-time walk-in business.
“We understand how to leverage brand equity in a way that honors Krystal’s unique appeal while modernizing the brand voice and messaging,” added Dooley Tombras, president of The Tombras Group.
Krystal launched Pimento Cheese Bites and Frozen Lemonhead Slushies with the campaign. The limited-time menu times are part of Krystal’s “playfully Southern” recipes menu strategy intended to refresh its offerings and promote its sharable nature.
Expect to see more social-focused campaigns in the future. “There’s something inherently social about this brand. The big party packs. The late-night business that we already do extremely well. This brand lends itself to social gatherings, and it doesn’t really play a big part today in social media. We definitely have an opportunity there,” Macaluso said earlier.