Food Brand Case Studies
Raybern’s Unwraps Summer
Catching Rays Summer Campaign
Everyone loves a great Philly Cheesesteak sandwich. It's one of the reasons why Raybern’s Sandwiches has grown to be one of the country's favorite grab-and-go sandwiches. To showcase the love of this iconic sandwich, we challenged our fans to Catch Some Rays by bringing Raybern’s along during their summer activities.
Strategy
In efforts to continue to grow the brand’s fan following, we enlisted a hashtag-driven photo contest, to challenge Raybern’s fans to share stories of their favorite summer spots, whether at a picnic, a campsite, at a monument in their town, or simply in the car on the way to their next summer destination.
By using consumers' natural inclination to snap and share selfies and photos of their whereabouts throughout the summer, we developed a campaign to increase awareness of this beloved sandwich brand while demonstrating its product superiority, bakery-soft bread, and premium meats and cheese.
Best yet? We were able to position the heat and eat sandwiches as the perfect meal to bring along on their next summer adventure.
We asked consumers to tag Raybern’s in each photo they shared, using the hashtag #CatchRays. By tagging us, they were entered to win Raybern’s sandwiches and swag. If the story they tagged us in had a Raybern’s Philly Cheesesteak or showcased one of our branded GIFS, they received two extra entries.
Memes
