Project Overview

HMG’s creative staff worked with a Wisconsin-based Applebee’s restaurant franchisee with 36 locations to build ongoing campaigns and programs including digital and printed advertising for new product launches, restaurant grand opening events, food and beverage promotions, daypart traffic-driving promotions, and sports partnerships with the Milwaukee Bucks. Other campaigns included local fundraising for Children’s Hospital, and helping to fund breast cancer research and newly advanced detection.

[image] Applebee's
[image] Applebees product promotional creative

Product Rollout Campaigns

Our marketing team created and managed many local campaigns to promote new products, meal pairings, specials, to-go orders, and more. These campaigns were advertised through local radio, mobile ads, print and digital billboards, in-store signage, email marketing, social media content, door hangers initiatives, and scripted server messaging.

One of the campaigns was to offer seasonal food and beverage pairings. Our team collaborated with local breweries to match signature entrées with local beer, wines, and cocktails. These suggestions had the benefit of boosting sales of the select items, while also aiding customers in their selection process.

[image] Applebees Carside Billboard
[image] Applebees burger nights mobile ad
[image] Applebees Carside-to-go and Beer Growler

Daypart Promotions

Several initiatives developed, by our marketing team, targeted specific weekly and daytime promotions with unique food or beverage specials. These offerings helped to bolster under-performing areas of the business by increasing traffic and sales at the targeted time segments.

Some of the specials included Monday Burger Nights, Late Night deals, Rib Wednesdays, Half-price Happy Hour, All-You-Can-Eat Fish Fridays, and more. These specials were advertised through local radio, digital ads, billboards, in-store signage, email marketing, social media, and scripted server messaging.

[image] Applebees daypart specials creative
[image] Applebees fundraising campaign creative

Fundraising and Appreciation

Through the years, the local Applebee’s restaurants and the HMG creative team had collaborated to develop fundraising campaigns with Children’s Hospital of Wisconsin and ProHealth Care. “Apples For Kids” raised funds for the Children’s Hospital in Wauwatosa, WI, while the “Apples For A Cure” campaign raised funds for ProHealth Care’s fight against breast cancer and new advanced detection studies.

Applebee’s also honors veterans in November with free meals. While this day of recognition happens nationally, restaurants utilize local promotions to make the day special. One of the local specials our team created was to offer customer that chance to “buy a beer for a vet”. The customers were also able to write a short note to the receiving vet, making the gesture extra personable.

New Opening Events

HMG worked with the Applebee’s franchisee to help announce several revitalizations and new restaurant openings. These events were widely advertised with: social media, digital billboards, printed flyers, email marketing, door hangers, posters, banners, and in-store signage. The events themselves involved VIP dining nights, product tastings, giveaways, ribbon cutting ceremonies, and more.

[image] Applebees Now Opening Event creative
[image] Milwaukee Bucks mascot visits Applebees
[image] Applebees Apples For Kids Cheque Presentation
[image] Applebees happy gift certificate winner
[image] Applebees BrightSign TV ads and TV strips
[image] Applebees Food Specials TTC
[image] Applebee's Veteran Day

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