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.
