It’s Called LION’S Choice.
- Challenge
- Keep climbing when the QSR trend is racing to the bottom.
- Solution
- Research said the brand lacked personality. We gave it one.
- Results
- Performance numbers are in progress, but the Lion is roaring.
Lion’s Choice // Brand Campaign
Challenge
Coming off a successful brand relaunch, Lion’s Choice faced the harder problem: momentum. The QSR landscape had devolved into a margin-eroding price war, with national giants screaming for attention through discount after discount. Discounting didn’t fit a brand built around real, slow-roasted beef. But polite, traditional video storytelling wasn’t going to cut through either.
Our task was to defend the core audience while actively recruiting younger diners and busy parents who scroll past generic ads without blinking. Research confirmed what the category landscape already suggested: Lion’s Choice didn’t have a personality yet. And it was sitting right there in the name.
Solution
We introduced the Lion as a proxy for everything Lion’s Choice had been too polite to say out loud. He calls out dinky portions. Questions ordering habits. Demands real ingredients. And makes the brand name the punchline it was always meant to be.
In a world dominated by AI, we swung big, designing and fabricating an actual custom full-bodied lion suit that brought the logo to life. Our new mascot brought instant comedic presence and the authority to back it up. He’s bold, unapologetic and simply done accepting processed burger patties as food. When it comes to real food, there’s only one choice.
Live-action comedic scenes of the Lion in everyday dining situations established his personality as one not to be messed with. The full media toolkit covers every format and channel: CTV, OOH billboards, programmatic display, paid social reels, in-store POS and a refreshed loyalty engine with high-intent local search integration.
The Spots
Social Cutdowns
Results
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A Fresh Personality
The Lion is ownable, extendable and built to outlast a single campaign.
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A Robust Toolkit
Every format, every channel, every cut featuring the Lion in seen and unseen ways.
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The Next Chapter
Built directly on the platform established in the relaunch, this campaign gives Lion’s Choice a face as bold as its attitude and a presence built to compound.
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Check Back Soon
The results are coming. Based on everything that came before them, we have a feeling they’ll be worth the wait.
