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
The Lion Brand campaign successfully reversed downward sales trends, driving a massive surge in foot traffic and high-value online ordering.
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10.7K Ad-Exposed In-Store Visits
Digital and streaming media drove consistent growth, lifting ad-exposed in-store visits by 80% from Q1 to Q3.
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+1.45% YoY Revenue
Reversed negative trends, pushing customer counts and total sales positive for the first time this year.
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$3.3M Owned Sales
Generated 133K online orders, successfully shifting crucial market share away from third-party delivery apps.
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2.6x Industry CTR
Programmatic display drove 1.46M+ impressions and beat industry CTR benchmarks by 2.6x.
