Bob Evans – Big Farm Burgers

Problem:

How to make Bob Evans a destination for America’s favorite meal.

Solution:

Leverage the “down-on-the-farm” heritage of Bob Evans as a reason to believe that Big Farm burgers are bigger, better and tastier than any other. Couple this with new FarmGarden™ sauces.

Positioning Breakthrough:

Burgers are just better “down on the farm.” Farm-fresh flavor just doesn’t get any better.

Results:

• New burger menu is introduced in summer 2010.
• Burger category sales increase 125 percent.