The South Congress burger masters had great success in their home state of Texas by organically building a following with the help of their locally-known founders. However, when they decided to expand into a new and unknown Southern California market they needed a stronger and more cohesive brand message to introduce Hopdoddy to the uninitiated.

We created two directions for the brand. One based in the founders authentic desire to over-engineer the most quality burgers on earth and the other based in the concept of bringing together great things through hospitality, another core principle of the brand.

Tastefully Overthought and Good Together were the two platforms we used to introduce the rest of the world to the brand. Campaigns included out-of-home, radio, e-mail, digital and a brand new website for The Most Overthought Burgers in the World. This work lead to openings in El Segundo, CA and Houston, TX that performed 2 to 3x better than previous openings in their Denver, CO or Scottsdale, AZ locations.