Hopdoddy

Open Wide

The fine bun slingers at Hopdoddy came to Preacher feeling a little unsure about what who they were. Research and interviews told us there were two things one could say about them for certain. 1. Their existing swag and marketing oeuvre made a number of musical allusions, and 2. Their penchant for using hemp seeds or nori or bacon jam to elevate their offerings made them a little different from your neighborhood meat-and-potatoes burger joint. A little more open, you might say.

Attempting to describe their flavor-loving essence, I chose to personify their brand through that mythical and much-vaunted family member familiar from so many 80s movies—the unceasingly cool older sibling. The bandanna-headband-rocking hero with the kind of encyclopedic song knowledge that means a burnout in their Camaro will always be accompanied by the perfect Black Sabbath b-side. The older sibling who insists on sharing life's essential lessons in playlist form.

The rebranding effort led to limited a in-store and OOH campaign further promoting the values emphasized in the brand book—that an affinity for new ideas, people, skills, and experiences is what makes Hopdoddy an establishment worth patronizing. And, frankly, when you find out that they once turned Flamin' Hot Cheetos into a ketchup, you start to believe them. Open wide.