Cooking up fresh social

Five Guys

Shifting more Five Guys burgers with five-star paid social.

Art Direction
Advertising
Social

Agency: Born Social
Creative Strategy: Liam Glover
Design: Seth Wallis
Photography: Akvile Rudzevice

My role: Creative direction, art direction, design & copy

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 simple - leverage UGC, paired with the right message, 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 revised the branding for social - ensuring it was 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.