Johnny Rockets – Australian Launch

Our work / Johnny Rockets – Australian Launch

The Challenge
Johnny Rockets partnered with us for marketing, digital and creative assistance to launch their brand into Australia. To drive awareness and traffic for the first store opening at the Emporium, Fortitude Valley, laying the foundation for future store growth. We worked with all Johnny Rockets’ stakeholders, including the head of marketing from the US, to set up a brand framework tailored to the Australian market and lay down a communication platform to launch from. A digital architecture was also designed and a launch strategy crafted in preparation for the first store opening.
Key Objectives
To inspire more people to experience the Johnny Rockets brand and bring to life their brand proposition; to enjoy the world’s best burgers with cheerful service, upbeat music and a relaxed, fun atmosphere.
Our Approach
BRAND STRATEGY DEVELOPMENT
  • Establish a solid brand foundation via Research, Workshops and Presentation to stakeholders
  • Perform Market and Competitive reviews further tailoring the brand position
  • Develop a strong brand architecture framework from which to base all future communications around
DEVELOP A COMMUNICATION & DIGITAL STRATEGY
  • Develop a communication strategy and overarching plan
  • Develop a creative strategy resulting in a Creative Brief, Creative Production, Presentations and Testing
  • Develop a channel strategy to build awareness and drive traffic for store opening
  • Social content strategy was developed reinforcing the brand architecture
  • Social advertising was used to put the Johnny Rockets brand and 'opening soon' message in front of people with an interest in similar brands and products within a tight radius around the first store location
  • Using a tactical search approach, we placed Johnny Rockets in front of people who were searching for burgers within that same radius, for competitors or for lunch and dinner options in their local area. Capitalising on those micro-moments that occur every day
  • An incentivised email signup to set the scene for ongoing brand loyalty
CREATIVE PRODUCTION
  • A creative look and feel was developed from the ground up to ensure that consistency with the Johnny Rockets brand was actioned from day one
  • The brand personality was put into words, tones and pictures to ensure all channels communicated a consistent brand message
  • Extensive Brand Guidelines were developed for all future production
  • Store and product photography was actioned to create a library of assets for social media, website, in-store menus and outdoor advertising
  • All social assets were created along with a new website for Australia that reflected the brand within this country.
  • A radio promotion was developed with Nova Brisbane to drive awareness, a consumer database and excitement about the first Johnny Rocket store opening in Brisbane
What we uncovered.... whilst Johnny Rockets was a new brand in Australia there was some awareness from those that had travelled to the US.  It was shown that the long heritage and strong connection to the the US (the home of burgers) had true value in Australia and there was opportunity to leverage off this for the launch into Australia.  However there was still a need to form a strong connection with local produce suppliers (beef, chicken, breads, salads etc)...there was truth and value in positioning Johnny Rockets as 'Born in America...Made in Australia'.
The Result
  • Clear brand positioning was established resulting in an increased brand awareness and record sales were achieved exceeding all targets!
  • Outstanding digital results were achieved during the launch period; key highlights included:
    • 200,000+ people reached and 1,000,000+ content impressions served
    • 1500+ clicks via search advertising with 500+ people requesting directions to the store
    • 20,000+ visitors to the Johnny Rockets website
    • 1000+ database sign ups

Launching a recognised American brand into Australia is no easy task, however, Ripe were a pleasure to work with. They certainly know their stuff.

—Marc Plowman, General Manager Johnny Rockets Australia