Shun The Ho-Hum

Despite a tremendous amount brand awareness, Krystal doesn’t own a consumer benefit, like McDonalds owns “value” or Chick-Fil-A owns “premium chicken.”

To compete, we emphasized the “fun and distinctive” brand personality that Krystal's core audience knows and loves.

Krystal needed to embrace its core audience by daring to be different in a way that's fun and unique—like hand puppets and the Amish act of social rejection.