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 an integrated campaign, developed alongside Betty’s in-house team.
The appointment follows free.studio’s recent work on Betty’s Burners, the brand’s limited-time spicy range. That campaign rolled out across PR, social, paid, influencer and in-restaurant.
From Burners to bigger brand work
The Burners campaign gave both teams a first look at how the partnership works in practice, before moving into a larger brand project.
Work on the next-stage project is already underway.
Founded in Noosa in 2014 and owned by Retail Zoo, Betty’s Burgers is a QSR brand known for its burgers and coastal burger shack experience.
Michael McConville on the win
Michael McConville
Michael McConville, founder of free.studio, said the pitch and early work showed strong alignment between the two teams.
“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.
Betty’s Burgers on free.studio
Aimee Hocking, Head of Marketing & Experience, Betty’s Burgers, said free.studio’s approach helped the brand move quickly during the Burners campaign.
“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”.
She added that the studio’s focus on effectiveness gave the brand confidence.
“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”.
free.studio marks first year in business
The win comes as free.studio has quietly marked its first year in business.
McConville said the studio had been focused on building work and partnerships rather than making noise.
“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.”
Top Image: Betty’s Burgers