For over 30 years, Kelsey’s has been an iconic brand that has been enjoyed by many Canadians, but the Cara-owned brand recognized the need for a “fresh coat of paint” to their look n’ feel. Enlisting the help of Halifax-based Breakhouse, Kelsey’s is no unveiling its updated brand as they look to reach more millennials.
In a thoroughly collaborative approach with the Kelsey’s brand team that included a deep dive into the past and present of the Kelsey’s experience, Breakhouse was able to articulate a future through a comprehensive new approach to the brand. From brand positioning, guiding principles, and language, to a complete makeover of the restaurant design, logo and menus, Breakhouse breathed new life into the Kelsey’s brand through a combination of guided self-discovery and strategic reincarnation. As part of the new brand roll-out, Breakhouse launched a radio and direct mail campaign to promote Kelsey’s new “Don’t Worry, Eat Happy” menu in the Ontario market, with OOH and online initiatives to follow.
“Companies come to Breakhouse when they need a evolution or a revolution,” says Glen McMinn, Breakhouse founding partner and creative director. “They look to us for strategic and creative guidance through that transition. It was rewarding to work with Kelsey’s because they were excited and open to change. We saw the opportunity in who they were and the potential for who they could become. They were ready for the revolution and we ignited the fuse.”
The first of the new Kelsey’s restaurants opened on The Queensway in Etobicoke, Ontario in late 2013. By the end of 2014 Kelsey’s plans to bring the new experience to more of their stores with the intention of roll out across the whole network of restaurants within five years.