In 2021, Iran Burger added a new product called “Traditional Burger” to its menu, featuring a simple combination of a burger, pickles, sauce, and parsley with sourdough bread, offering a nostalgic taste reminiscent of the past.
I came up with the idea to relaunch this product with a well-planned campaign under the name “60s Burger.” The campaign launched in December 2021, and the packaging was designed to resemble 1960s Iranian newspapers to enhance the nostalgic feel. The campaign slogan was “Engo Hambroy Ghadima,” in the Shirazi dialect.
category:
services:
Marketing
Date:
May 4, 2022
team:
Hamed moradi
Team - Maryam mohammadi , Sediqe Ranjbar , Sareh nikpour - farshad safari - Yamin - Pedram kazemi - Sadegh hashemin - mehdi hasanli - hossein jahanbakhsh - reza ebrahimi - mrtaster
Description & Defining
Several exciting events took place at the branches:
• For two nights, all staff wore 60s-themed outfits.
• Each branch featured two old Peykan cars with drivers dressed in 60s-style clothing to reinforce the nostalgic atmosphere.
• We produced two 60s-themed videos: one about 60s road trips and the other about 60s weddings.
• Influencer marketing helped spread the word, and customers who dressed in 60s-themed outfits during those two nights received a 50% discount on all items.
• 60s music was played in the branches to give customers the feeling of time travel.
• Billboards and bus advertisements were also created with the same 60s theme.
The campaign was a tremendous success, and the “60s Burger” became Iran Burger’s best-selling product to date.
Challenge & Solution
The challenges of this campaign included preparing 200 outfits made from 60s-themed fabrics and sewing them in the same style. Additionally, applying makeup for over 200 staff members on two consecutive days across all branches was another significant challenge. Content production to document the event and ensuring smooth execution in all branches required extensive coordination. The unexpected surge in sales necessitated more precise order management, while ensuring compliance with Islamic regulations in all branches posed another layer of complexity. Furthermore, numerous unforeseen challenges arose that we hadn’t anticipated.
Business has only two functions — marketing and innovation.
Milan Kundera
