Betty’s Burgers has picked free.studio, following a competitive pitch, to lead the next stage of its brand work. The scope covers strategy, creative and the entirely integrated campaign that carries it, developed alongside Betty’s in-house team.
The appointment follows free.studio’s recent work on Betty’s Burners — the brand’s limited-time-offer spicy range, delivered as a fully integrated campaign across PR, social, paid, influencer and in-restaurant. It’s the kind of project that gave both teams a feel for how the partnership works in practice, while they build towards something bigger.
Founded in Noosa in 2014 and owned by Retail Zoo, Betty’s Burgers is one a QSR brand that serves in a coastal burger shack experience. Work on the next-stage project is already underway.
“I freakin’ love Betty’s. Brilliant product, brilliant people, and a pitch that was honestly a joy to be part of. Burners was the first exercise for us together, and it told us everything we needed to know – that this is a team who genuinely cares about the work and each other, and who’ll give a good idea the space it deserves to live in the real-world, across every part real people are likely to come across. That’s often the rare bit. We’re chuffed-to-bits, knowing what’s coming up,” said Michael McConville, founder of free.studio.
“The team at free.studio are exactly the kind of partners you strive to work with. Great humans, strong creative thinkers, and genuinely driven to make an impact on Betty’s. Having a modular resource approach allowed us to make mid-steam pivots on our Burners Campaign to lean into great ideas at speed,” added Aimee Hocking, head of marketing and experience, Betty’s Burgers.
“It’s also a particular joy to work closely with their founder, Michael. Sharing a passion for marketing effectiveness and knowing that runs deep in their DNA, gives you the confidence to be bold”.
“We haven’t really been making too much noise about what we’ve been doing. We’ve been heads down, working on things we love, with people we love. Some good people, like those at Betty’s, have welcomed us and forged great, early-stage partnerships with us – that means the world to us. So, I guess some things are worth saying out loud, and this is one. There’s work in motion we’re proud of. Can’t wait to set it free,” concluded McConville.
The news follows Betty’s handing the media account to Superhuman.
