Food Brand Case Studies
Raybern’s Unwraps Summer
Summer’s Big Campaign …
More than thirty years ago, two guys named Ray & Bernie had a delicious dream: to share their love of New York style deli sandwiches with the world.
With “bakery-soft” bread, juicy meats, and gooey, melty cheese on our side, we wanted to throw our hat in the ring as a Super Bowl snacking staple. Our Philly Cheesesteak is the no-brainer game-time decision. Each one is made for sandwich lovers, by sandwich lovers.
Strategy
In efforts to continue to grow the brand’s fan following, we enlisted a hashtag driven photo contest, where we challenged Raybern’s fans to share stories of their favorite summer spots, whether it’s on a picnic, at a monument in their town, at a campsite, or simply in the car on the way to their next summer destination.
But we didn’t stop there. We then asked that they 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 actually had a Raybern’s Philly Cheesesteak or showcases one of our branded GIFS, they received two extra entries.
Memes
