Buster’s Pizza and Donair
Food and Beverage
Brand Strategy, Manifesto and Creative Exploration
The franchisor team of Buster's Pizza & Donair set a revenue goal to increase average revenue per unit by 43% for their upcoming fiscal year. To support their growth goals, we established a foundational brand strategy framework, developed a manifesto and a master brief to improve how Buster’s positioned their unique value proposition. These tools would inform the development of creative territories to guide future marketing efforts that would support the core brand and its franchise locations across Canada.
This engagement was designed to empower the company to scale its marketing business across its growing franchise network, now and into the future, while giving them the flexibility to strategically decide when and how to leverage agency partners for maximum impact.
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Despite expanding from 3 to nearly 50 franchises, the franchisor team at Buster's Pizza & Donair felt they lacked a unifying message that clearly differentiated them from the competition. Their existing brand was commonplace, causing them to be overshadowed by larger competitors such as Domino's. We created a brand identity to highlight their unique offering of fresh ingredients and donairs, distinguishing them in the market.
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To address these challenges, we held two Brand Immersion Framework workshops to define Buster's story and understand their target audience. We created a clear and compelling manifesto to establish their brand positioning and inspire creative ideas. From there, we explored creative directions, including a creative territory called "Happiness," to bring their brand to life across their website, merchandise, and social media.
Additionally, we delivered a new homepage, updated About page, t-shirt designs, and social posts to support their ongoing marketing efforts.
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Brand Immersion Framework, including overarching manifesto
Master brief
Creative Concepts and Territories
Social ads
T-shirt designs
Website home page and about section - repositioned the brand, leveraging the existing design system to better articulate the brand’s ethos and unique selling proposition
