Cooking up fresh social

Five Guys

Shifting more Five Guys burgers with five-star paid social.

Project
summary

Art Direction
Advertising
Social

Agency: Born Social
Creative Strategy: Liam Glover
Design: Seth Wallis
Photography: Akvile Rudzevice

My role: Creative direction, art direction, design & copy

Brief
Despite a loyal social fan base Five Guys' social spordic, and all organic. Our task was to develop a strategy to leverage paid social.

Solution
We adopted a simple approach: leverage UGC with the right message at the right time. We created a flexible framework for content creation and used Meta's algorithm to tailor messages and imagery for different audiences.

The branding was revised to be bold, dynamic, and slick. While using hunger-inducing macro food photography and candid UGC to capture attention.

The suite of assets was designed modularly, allowing for easy adaptation based on performance insights.

Impact
The use of UGC increased authenticity and encouraged more to be captured.

The campaign successfully hit targets and led to account growth. Our modular design system allowed other markets to adapt the assets.

I helped pitch and win the account. And was hands-on leading the first and second stages of creative development, and rollout.

Our test-and-learn approach required a modular design system to enable real-time adaptions.