For anyone who’s spent time in Tucson or Southern Arizona, eegee’s is an institution. Founded in 1971 by two entrepreneurs with a single vending truck, eegee’s is a privately-owned QSR (Quick Service Restaurant) chain that’s grown to 23 brick and mortar locations and achieved true cult status with its diehard fans. The primary menu items are sandwiches, fries, salads, cookies and a signature fresh frozen fruit beverage designed to beat the Arizona heat.
With a renewed vision on growing sales for this local fan favorite, OH Partners took a fresh look at their strategy and marketing efforts beginning in January 2016 as eegee’s agency-of-record. OH Partners research indicated that brand recognition for eegee’s was through the roof with 95.6% of consumers saying they had heard of or been to eegee’s. Ad recognition, however, lagged significantly – 59.7% of consumers couldn’t describe the last eegee’s ad they saw or heard.
It was clear that messages and promotions were lost on target audiences.
OH Partners developed a January campaign in 2016 targeted to moms, millennials, and anyone looking to eat healthier in the new year while still enjoying a hearty meal. With creative fueled by research, the Healthy-licious campaign was born.
Because eegee’s makes all its bread and many other ingredients in-house, creative focused on this little-known fact. Four handmade, turkey sandwiches made with the freshest ingredients became the stars of the campaign. Turkey & Roast Beef; Traditional Turkey; Turkey, Ham, & Cheese; and Turkey D-lite style. They're delicious. They're Healthy. They're Healthy-licious. OH Partners put the food front and center – spending days in the studio to animate a stop-motion campaign that brought ingredients and veggies to life.
The month-long campaign crossed TV, radio, digital, point of purchase materials, and social media. The January 2016 campaign results yielded a 4% increase in total turkey sandwich sales and beat record sales from January 2015. The largest increase was in Turkey & Roast Beef with an 18% lift and Turkey, Ham & Cheese with a 9% lift. These items were up significantly due to the merchandising of in-store and drive thru point of purchase materials, TV, Radio, Digital, and Social campaign. The Healthy-licious campaign also helped overall sales of salad entrees with a 7% increase year over year.
Going into 2017, eegee’s continued the commitment to improved product quality and wanted to ensure this message was conveyed and continued with their audience. OH Partners embarked on a push to develop a year-long brand campaign for eegee’s. While 2016 was successful, it became apparent that the creative needed to have a common thread to solidify the brand in their consumers’ minds.
And while it’s still too early to measure the success of the 2017 campaign, early indications are showing that sales and recall are better than ever.