What if?

Could the leadership behind some of America’s favorite restaurant favorites, from Waffle House to KFC, give their brand a healthy dose of love and attention to guide the decade ahead?

Results

What started as a functional brand designed to communicate the basics around cook time, shelf stability and ingredients, became a dimensional brand about championing the cooks who serve thousands of people throughout North America every day—a brand about heroes, a brand about mealtimes and a brand about delicious food that people love. It was clear almost immediately that this radical shift in thinking was relevant to almost every part of the organization and we established a partnership to help share, embed and nurture it. From a fresh perspective on how they communicate externally, to a new visual look and feel, to a redesigned office space and a relevant health and wellness program, we helped Basic American Foods embrace their role to help support and promote the people who make the best meals around.

“The Bulldog team did a fantastic job of guiding the articulation of our company’s vision, mission and values. They took the time to really get to know us, our customers and our capabilities so that we could craft a galvanizing message that is both authentic to our history and aspirational for our future.”

—Bryan Reese, President & CEO

Visit Basic American Foods→

What I did:

• Team facilitation and alignment

• Vision formation 

• Brand platform development

• Creative direction

Partners:

• Design / Brett Jorgensen

• Work done at Bulldog Drummond