IMM was asked by their media client, Primanti Bros., to create everything for their 2017 Lenten promotion. In western Pennsylvania, Lent is a big deal for restaurants due to its heavy Catholic population. The client's biggest direction was "Push us. You can be edgy." As we concepted ideas, we kept that in mind and presented one edgy concept and one safer concept. The chosen concept above was the edgy option. We even renamed the featured sandwiches proactively as a surprise, and the client loved it. The campaign stretched across social, digital and even in-restaurant with table tents and staff-worn t-shirts.
