Industry News | March 17, 2011

‘Welcome to Delicious,’ World

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Culver’s restaurants, founded in Sauk City, Wisconsin, is launching its new “Welcome to Delicious” brand campaign.

“The honest-to-goodness quality of our food, customer service and small-town hospitality are what we’ve always been good at – and what our guests have grown to love us for,” says David Stidham, vice president of marketing for Culver’s. “We summed up all of these powerful strengths in one simple idea: ‘Welcome to Delicious.’ It’s a warm invitation to our guests to come and enjoy great-tasting food that’s handcrafted, using premium and authentic ingredients and thoughtfully prepared by people who really know food.”

The simple, yet deeply authentic story will take hold throughout 2011. Supported by extensive guest research, “Welcome to Delicious” is being rolled out across all Culver’s marketing touchpoints including television, radio and print advertising, in-restaurant point of purchase signage and menu boards, packaging, digital and social media.

The visual cues of “Welcome to Delicious” run throughout all brand elements and are designed to evoke the same authentic handcrafted-ness of each Culver’s meal. They include a simplified Culver’s script logo, which conveys a more personal touch; Culver’s “recipes,” which offer a storied glimpse behind guest favorites and share what’s special about each menu item; and more. Every element of the campaign serves as a reminder of Culver’s heritage and promise to guests.

The first TV spot is debuting in March and features many of the honest-to-goodness elements that are the foundation of “Welcome to Delicious” and the cornerstones to Culver’s success. They include Culver’s co-founder and CEO Craig Culver, real Wisconsin cheese showcased by a Wisconsin master cheese maker, and scenes from Sauk City.

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