Getting ‘Wayback’ to the Good Times
I have a Wayback Burgers right near my house, so I was stoked for this one. And when they requested a campaign with an eye toward the future, I hand-crafted a juicy idea that raised calls to order by over 700%.
The Insight & Execution:
The client came to us with some clear priorities: increase order-aheads by app or phone, and define a modern image of Wayback Burgers to increase visibility and appeal among Millenials. Luckily, I realized they already had something Millenials like me love: an affinity for nostalgia (head in and admire the retro black and white diner photos lining the wall sometime). With that in mind, I wrote a brand narrative that appealed to memories of the good times and nudged audiences toward making more great memories over Wayback.
The Result:
With paid media across Facebook, Instagram, TikTok, YouTube, Google, and programmatic, I helped shepherd the “You Will at Wayback” campaign from inception to execution. The result was a campaign with clever designs, an emotional hook, and effective ads: within a month of launching, orders to restaurants by phone increased by over 700% (that’s, like, bajillions of burgers and thousands of calls).
Agency: Rebel
Campaign: You Will at Wayback
Designer: Larissa Topalis
Creative Direction and Copywriting: Yours Truly