BigSmokeBurgerIMCProject

THE BIG SMOKE
BURGER CAMPAIGN
Prepared By
Managing Director:
Uzma Noureen
Marketing Researcher
and Brand Analyst:
Luke Lynett-Howes
Creative Director
Simon Botros
Graphic Designer:
Jacqueline Wade
Assistant Creative
Director
Terry-Ann Williams

1
Contents
Contents..........................................................................................................................................................................1
Brand Review ...............................................................................................................................................................2
Background, Overview, and the Specific Problem.......................................................................................3
Core Challenge Facing the Brand....................................................................................................................3
Industry and Key Factors...................................................................................................................................4
Buyer Analysis/ Customer Profile..................................................................................................................5
Integrated Marketing Communications Objectives.....................................................................................5
Creative Strategy and Media Recommendations..........................................................................................6
Creative Brief...........................................................................................................................................................6
Appeal Techniques:...............................................................................................................................................8
Creative Execution:...............................................................................................................................................8
Copy Platform:........................................................................................................................................................8
Creative strategy/tactics:................................................................................................................................10
Campaign Flowchart...............................................................................................................................................11
Budget...........................................................................................................................................................................11
Expense Charts:...................................................................................................................................................13
Detailed Expenses by Media Used:..............................................................................................................13
Conclusion...................................................................................................................................................................14
Bibliography...............................................................................................................................................................15
Appendices .................................................................................................................................................................16

2
Brand Review
Big Smoke Burger is a premium burger establishment offering fast, freshly prepared
meals, and using higher quality ingredients than typical fast food establishments. It offers
a more diverse selection of menu options than most burger places, with unique and niche
offerings such as lamb burgers, organic beef burgers and blue cheese burgers. The
restaurant is set up in the style of “self-serve,” as opposed to being a sit-down
establishment with servers. It aims to operate as a fast-food place, where customers can
sit down or get take out, but one that provides a superior food product. It also offers a
more sophisticated dining experience than conventional fast food, having a liquor license
at most locations.
Big Smoke Burger was founded in Toronto and remains a company mostly operating in
the Greater Toronto Area. However, they have expanded in recent years, and now have
locations in other parts of Canada, as well as internationally, in the United States, Kuwait,
Saudi Arabia, Bahrain, and the United Arab Emirates.
This central component of Big Smoke Burger’s brand image is superior quality. The
slogan on the company website is “Hand Crafted Burgers Made Fresh Daily,” clearly
conveying an emphasis on quality food. Cosimo Amore, Senior Operations Director,
underscores the companies’ commitment to high quality, healthy, and local sourced food
as fundamental to its brand image. It is quality food, however, that is served quickly, and
for reasonable price. Big Smoke Burger’s Torontonian identity and history is also a key
part of brand image. The name of the company was chosen as an “ode to the city” as
general manager Titzia Toth explained it (Post City, 2011). The “Big Smoke” is a historic
nickname for the city of Toronto.
The company was an early entrant in the now mainstream “craft burger,” or gourmet
burger, industry. Originally Craft Burger (until 2011) it was founded in 2007, back when
gourmet, “restaurant” burgers were much less common. Since then, the industry has
taken off, with the rapid expansion of successful chains such as Five Guys Burgers &
Fries, which offers a fast-food/take-out experience similar to Big Smoke, and The Works

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Gourmet Burger Bistro, a slightly more expensive sit-down restaurant experience.
Broadly speaking, it is within the industry of what has been called “fast casual,” which
was originally started by burger establishment Smashburger and burrito restaurant
Chipotle. (Treleaven, 2014)
The companies’ Unique Selling Point (USP) can best be described as a high quality,
craft/gourmet burger, sold fast-food style, for a reasonable price. Other ways in which
Big Smoke Burger positions itself within the craft burger industry is through its diversity
of options.
Background, Overview, and the Specific
Problem
Core Challenge Facing the Brand
In the fast pace world, specifically in the context of Toronto, everyone is busy in their
professional life, which is why there are large number of fast food, as well as gourmet
restaurants, are open everywhere, and market is saturated. Although Big Smoke Burger
has previously expanded internationally but it still need to be recognized as a prominent
brand, it needs more sales and market share. Growth only can be achieved through
product improvements or differentiation strategy which stand apart it from competitors,
consequently it will be able to increase its market share and automatically customer
demand increases.
The Big Smoke Burger is facing a serious challenge from big brands because sometimes
people just want to go where branded products are selling. The Big Smoke Burger is still
struggling to make his brand visible among sophisticated customers. So the main
challenge for them how customers easily recognize the logo, slogans and name of Big
Smoke Burger like other famous brands.

4
Industry and Key Factors
The concept of fast food restaurant is basically attached with speed and convenience but
recently trend is changing towards more healthy and gourmet restaurants where people
have more healthy choices. “Research consistently shows that people are willing to pay a
little bit more for the peace of mind that a restaurant meal won’t be loaded with unnatural
ingredients they don’t want to put in their bodies.” (Andrea Strong, 2015)
There are a lot of key factors regarding food and beverage industry. Such as branding,
which is most attractive to gain more market share and it needs more investments and
efforts to become a famous and well-known brand name. Other than branding, location
also play a great role because for a restaurant the best location is always a busy traffic or
rush area where customer has no time to go for a preplanned fine dining. Shopping
malls, down town where most of the offices are located are good examples.
Speed and efficiency are also key factors for fast food industry because customers want
quality food with fast delivery through which they can save their maximum time. Quality
of food also has significant contribution because in fast food dining if there is availability
of quality food which is less expensive and with variety of menu options and maintained
cleanliness standards then busy customers will always happy to go to a restaurant. Busy
professionals always trying to balance between their work and social life and they often
face time constraint. Restaurant industry can benefit by not only providing quick service
but offering a fine dining to fulfil their need of sophisticated food. Burgers chains must
create a value experience for their target market with differentiation and attractive
marketing strategies. Additionally, there are number of other factors which is necessary
to consider by entrepreneur such as service quality, employee training, pleasant
environment and sometimes quantity of food as well. Businesses in this industry can
create a value with appealing advertisements, best locations selection and best quality
menu which matches with the demands of customers with efficient and good service.
Effective capitalization, customer feedback (interactive relationship with customers is
more important rather than to only get feedback) and winning attitude can enhance the
business within the competition and restaurants can generate competitive advantage and
success altogether.

5
Buyer Analysis/ Customer Profile
Big Smoke Burger is currently targeting the high income customers as their prices are
higher there than McDonalds. People busy in their work and have a time constraint and
want to enjoy a fresh and quality food. Big Smoke Burger also attracting families with
children as in most of their restaurants there is a fine dining space available to sit with a
family and enjoy the atmosphere with good quality meal. In Middle East they targeting
the families with children and offering a lot of gifts and play item to kids. In Canada and
USA business and professional like to visit Big Smoke Burger especially because of the
presence of bar which position it different from competition. A lot of Big Smoke Burger
pictures on social media and particularly on Instagram show that busy professionals,
young couples (they are also dual earners with no/less time for cooking) and surprisingly
moms are also interested in their fresh handcrafted burgers.
Integrated Marketing Communications
Objectives
Our primary objective is to raise awareness of Big Smoke Burger restaurant chain
throughout the Greater Toronto Area. To date, Big Smoke Burger advertising has been
modest and understated. We believe that through our advertisement and communications
campaign, we can make our client a much more known brand. As the gourmet “craft”
burger industry continues to grow, it is important that the Big Smoke Burger be one of
the first things on people mind when they think, “Where should I go for a craft burger?”
Our second objective is to make Big Smoke Burger a ubiquitous Toronto experience of
premium quality fast food dinning. We want to create and promote an image of Big
Smoke Burger as a sophisticated urban choice for burgers and fast food. Big Smoke has
the potential to be the quintessential Toronto burger establishment, much as Steamwhistle
is the Toronto beer, or Alexander Keith’s is the Nova Scotia beer.

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Our integrated marking communications will be aimed at increasing the visibility and
awareness of the Big Smoke Burger throughout the Greater Toronto Area. We want to
increase the efforts at promotion to levels the company has previously not gone to.
Ultimately our promotion of consumer awareness of Big Smoke Burger will raise sales.
Creative Strategy and Media
Recommendations
Creative Brief
Why Are We Advertising?
- Increase the awareness about Big Smoke Burger
- Position the brand as an urban burger place for youth and middle class
Target Audience:
Middle class urban audience who are young professionals or couples
A young couple talking on the phone arranging an outdoor dinner on a Friday
night after a long week of work. They don’t want to waste much time on preparing food
and also want a cozy place to enjoy their meal.
The Big Smoke Burger comes with the solution to their problem. With multiple
convenient locations in the city, it’s always nearby either by car or transit. Quality is the
chain’s signature with many burgers to choose from, making sure every visitor leaves
with a smile!
Current Perceptions:
It is either affordable or craft quality burger.
DesiredResponse:
I want to eat this craft burger at The Big Smoke Burger

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Single Most PersuasiveIdea(Big Idea)
The Big Smoke Burger is the best urban venue for craft quality burger
Support
 Big Smoke Burger is grilled, tasting than many take out venues
 Big Smoke Burger: Never frozen fresh sizzling ingredients
 Big Smoke Burger: Craft burger at its finest
Big Smoke Burger comes in multiple varieties for you to explore.
Tone and Manner
 Sophisticated, modern/Urban
 Colourful: we both like variety
SuggestedSlogans
 See you at the Big Smoke
 The new synonym for craft burger
 Sophisticated. Just for you.
 Taste that hugs your soul
 Toronto’s premium taste
 Party in a sandwich
 Fresh! Because you earned it
Theme
Urban design, Fresh, Quality
Date: December 1st, 2015
Client: Big Smoke Burger
Brand: Big Smoke Burger
Likely Medium: TV(2 channels), social media(YouTube and Facebook) and outdoor
banners

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Appeal Techniques:
 Positive:
We want to deliver the impression that The Big Smoke Burger makes its
customers feel better by exceeding their expectations with good taste and
vibe.
 Lifestyle (Sophisticated)
The Big Smoke Burger is a handmade craft burger. This is one of the
points we are emphasizing on in the campaign.
 Emotional
Focusing on the warmth and company the customers have when eating
and grabbing beer while eating.
Creative Execution:
 Product demonstrations: Emphasis on burger in all channels of visual
advertising
 Slice of life depictions
 Taglines and slogans
Copy Platform:
- Print Media
- Flyer: modern comic style
o CN Tower cartooned, talking to city hall, grabbing a bite from The Big
Smoke: Quoting the CN Tower: “Craft Burger. Premium Quality.
Delicious. In the heart of Toronto? Got to be The Big Smoke Burger!”
 Fresh, because you deserve it
 Don’t miss our promotions!
- Pint Media(Other): 50’s style comics
o Scene 1: Wall clock shows it’s 5 PM. A woman packing her bag while
picking the phone at work. It’s a call from her partner. “John, I’m starving.
What’s for dinner?”
o Scene 2: Her partner replies: “How about The Big Smoke Burger’s grilled,
fresh craft burger?

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o Scene 3: She’s excited, telling him: “See you at The Big Smoke Burger
then”
o Scene 4: It’s 5.15. They’re looking at the menu, displaying the variety of
options
o Scene 5: Burger on the grill looking fresh, and toppings ready on the side
o Scene 6: It’s 5.30. They’re already sitting on a table looking lovingly at
each other while eating their favourite burger, tossing beer in delight.
Youtube:
o Commercial provided by Jacqui
o How will it work?
We will register to YouTube to launch our own channel. On our
channel we will post the advertisement for our products, and also
we will subscribe to YouTube’s ads in order to include our
advertisement in their pre-video commercials. We will target
audience in the GTA who are between 18 and 40.
Facebook Ads:
Elements:
 Company Logo
 Hand Craft Burger
 Fresh, because you deserve it
 Don’t miss our instore promotions!
How will it work?
We will sign to Facebook advertising. Facebook has the option to
display advertisements according to region, demographics,
interests and behaviours. Accordingly, we will set Facebook
advertising to target the GTA residents who are between the age of
18(legal drinking age) and 40, interested in dining in restaurants
and are too busy to cook every day.

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Creative strategy/tactics:
Profile matching
o We will promote The Big Smoke Burger as a sophisticated urban burger
joint. Our campaign will focus on targeting young professionals of age 18
to 40. We chose the age of 18 because The Big Smoke Burger serves beer,
which requires customers to be of legal drinking age. We are aware our
customers live in the GTA and are looking for a dining location that is
close to their work or houses, and this we will focus on that in advertising.
Reach, Frequency andContinuity
o Reach: (Research reach of CTV, CityTV, Facebook, YouTube, Outdoor
subway banners and home distributed flyers)
o Frequency:
 2 times a day for TV in youth-oriented programmes
 Online: Facebook and YouTube: geo-centric
 Subway: Will be placed inside the subway so professionals can see
it frequently.
 Flyers: We will distribute flyers via distribution agencies that also
deliver magazines and papers
o Continuity:6 months

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Campaign Flowchart
Initiative Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16
Facebook Covering GTA viewers, charge is per click
YouTube Covering GTA viewers, charge is per click
CTV
3 times
/day
twice a
day
twice a
day
twice a
day
twice a
day
twice a
day
CityTV
3 times
/day
twice a
day
twice a
day
twice a
day
twice a
day
twice a
day
Outdoor/
Subway
1 million
impressi
ons per
day
50,000
impressio
ns per day
50,000
impression
s per day
50,000
impression
s per day
50,000
impression
s per day
50,000
impression
s per day
Billboard in
downtown
Toronto
Dundas
Square
Billboard
Dundas
Square
Billboard
Dundas
Square
Billboard
Dundas
Square
Billboard
Dundas
Square
Billboard
Dundas
Square
Billboard
Budget
The budget approved for Big Smoke Burger Campaign is $5 million. Although Big
Smoke Burger has its presence internationally such as Canada, USA and in Middle East
but it still needs to be recognized as a renowned brand among customers. In Canada there
are already market is captured by some big names like McDonald, Burger King, Wendy’s
etc. and they have huge investments in marketing campaigns and promotion programs.
We realized that The Big Smoke Burger had a less focus on advertising and publicity
campaign and we have to use more than two channels to promote them. It is for first time
they will promote not any location opening or reopening advertising but an IMC
campaign for the brand itself. They are good and serving from years but they strongly
need to build brand image for their long term success and market share with prestige and
acknowledgement.
We distributed our budget between TV (two channels), Social media (facebook and
YouTube) and outdoor banners with some other small miscellaneous expenses.
We prepared a commercial for Big Smoke Burger which will run on You Tube and on
television during youth oriented programs for 40 seconds. Through this strategy we can
attract large number of customers and can generate an everlasting image in the minds of

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customers as well. As Lisa Borg stated that “TV ads played a huge part in our growth.
Without TV advertising we wouldn’t be where we are today,” (Bitti, 2012) COO and
Brand Navigator at Slimband.
Furthermore, we planned to create flyers which have been developed on modern comic
style and will give a unique appeal to Torontonian and they would feel an attachment
with The Big Smoke Burger.
Billboard is another tactic we use to enhance the presence of Big Smoke Burger because
it’s fast and easier to reach more customers as compared to television and newspapers
and most important thing is that it’s free to read and no one has to pay for reading a
billboard. As our target is young, busy professionals and we know very well they spend
more time in their vehicle than at home so it’s easy to grab their attention by giant
billboards in busy and targeted areas of Toronto.
Moreover, we further planned to internalize the Torontonian image in the campaign of
Big Smoke Burger. For that reason, we depicted famous places of Toronto on Big Smoke
Burger cups, paper wraps, boxes, such as CN tower and Nathan Philip Square etc. It is
most used strategy by big brands such as Roots Canada, Swatch (Swiss Watch) to
enhance the image of country and patriotic use of product.
As per our target audience, they are busy people and spending more time on Social Media
so we will run our commercial not only on You Tube but will create a Face book ad as
well. It is most used but less expensive tool to promote/ advertise for your product and
service. Social media marketing is part of doing business in the new millennium.
(ContentFac). For detailed figures of expenses please see charts below

13
Expense Charts:
Detailed Expenses by Media Used:
Medium Expenses ($)
TV (two channels) 2 M (Toronto Video Services)
Social Media
i) You Tube
ii) Face Book
i) $30,000
ii) $2 per click = 50,000 (Facebook)
Print Media
i) Flyers
ii) Printed cups, boxes etc.
Total= 20,000
Outdoor Banners 1.5 M (Pattison Outdoor)
Small in store promotional programs $25000
42%
17%
4%
5%
32%
Advertising and promotionExpense
TV Social Media Print media small promotional programs Outdoor Banners

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Conclusion
The gourmet burger industry is strong and growing. As an early innovator in that
industry, Big Smoke Burger can and should be a dominant player. Through our
Integrated Marketing Communication campaign, we will increase the brand ubiquity and
brand power of Big Smoke to help it capture greater marketing share for fast food craft
burgers.
Throughout our campaign, we will be focusing on branding The Big Smoke Burger as
Toronto’s quality burger. As we target young professionals, we will be emphasizing on
the speed of service and variety the chain has to offer. Since we understand that our
audience’s lifestyle, we are opting for social media and, subway banners and TV as they
are the leading media channels viewed by them.

15
Bibliography
Andrea Strong. (2015, May 27). The Latest Fast Food Trend Isn't What You'd Think.
Retrieved from www.refinery29.com:
http://www.refinery29.com/2015/05/88154/healthy-fast-food-ingredients
Bitti, M. T. (2012, July 2). Television ads hit the spot. Retrieved from Financial Post:
http://business.financialpost.com/entrepreneur/television-ads-hit-the-spot
ContentFac. (n.d.). 9 Reasons Social Media Marketing Should Top Your To-Do List.
Retrieved from ContentFac: http://www.contentfac.com/9-reasons-social-
media-marketing-should-top-your-to-do-list/
Facebook. (n.d.). Advertiser Centre. Retrieved from Facebook:
https://web.facebook.com/business/help/318171828273417
Pattison Outdoor. (n.d.). Glossary. Retrieved from CPM (Cost per thousand):
http://www.pattisonoutdoor.com/glossary/#cpmcostperthousand
Post City. (2011, May 16). Craft Burger is now Big Smoke Burger. Retrieved from Post
City: http://www.postcity.com/Eat-Shop-Do/Eat/May-2011/Craft-burger-is-
now-Big-Smoke-Burger-a-new-location-is-in-the-works-too/
Toronto Video Services. (n.d.). TV Advertising Spots & YouTube Commercials Video
Production. Retrieved from Toronto Video Services:
http://www.torontovideoservices.ca/commercial/commercial-video-spots
Treleaven, S. (2014, March 31). How a Canadian burger outlet made its way to the
Middle East. Retrieved from Financial Post:
http://business.financialpost.com/entrepreneur/how-a-canadian-burger-
outlet-made-its-way-to-the-middle-east
Phone Conversation with Cosimo Amore, Senior Operations Director at The Big
Smoke Burger
Email Exchanges with Cathy Hunger, Marketing Manager at The Big Smoke Burger

BigSmokeBurgerIMCProject

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