Cooking up fresh social

Five Guys

Shifting more Five Guys burgers with five-star social.

Project involved:
Advertising - Social

Role: Creative direction, art direction, design & copy
Agency: Born Social

Creative Strategy: Liam Glover
Design: Seth Wallis
Photography: Akvile Rudzevice


Project summary

Five guys had a loyal fan base on social, and an engaging organic presence. But had never used paid to drive clicks and visits.

Our approach was obvious - the right message, at the right time.

Briefed with multiple customer entry points we created a flexible framework to guide content creation - adapting types of messages and image styles for different types of audiences.

We rethought the distinctive brand assets for social - ensuring they were bold, dynamic, and slick. And used hunger-inducing macro food photography to stop people from scrolling.

The suite of assets was made in a modular way, ensuring we could adapt them easily based on insights on what performed best.


Our test-and-learn approach required a modular design system to enable real-time adaptions.


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