Jimmy The Greek is a QSR restaurant specifically located in malls and business centres. The campaign focused on healthier choices when dining out while evoking a nostalgic home-cooking feel. I art directed and wrote the copy (and by “wrote”, I mean I butchered a classic film quote).
The campaign was followed by a contest that focused on brand affinity rather than brand awareness. Loyal customers could engage with the brand by celebrating Jimmy’s milestone of over 30 years in business. People were invited to send personal messages to Jimmy through their social feeds, which were then entered into the contest for a chance to win multiple prizes. A hashtag contest format through social was used in order to simplify entry and enable sharing. Thousands of entries were fulfilled and the contest campaign also received some media and influencer coverage. Campaign elements included a microsite, Facebook ads, homepage takeovers, media partnership, influencer partnerships, and printed contest cards.