Stars Drive In

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MARKET SITUATION:  Stars had used a $1 Large Burger offer to drive traffic for many years.  Food costs forced the company to discontinue the program resulting in a 30% decrease in traffic.  Furthermore, the brand had not established an identity for themselves apart from the value of the $1 Large Burger.

OBJECTIVE:  Increase traffic and average ticket at Stars by getting people to come back for the $4 Large Burger Value Meal.

SOLUTION:  Create a branding campaign for Stars that gave them a voice in the drive-in category.  This would allow us to steal share from Sonic patrons who were familiar with the auto dining concept and bring in new customers who were unaware of the $1 Large Burger and therefore impressed with the $4 Large Burger Value Meal offer and other great values at Stars.