Hiebing Launches Major Integrated Marketing Campaign for Culver Franchising System, Inc.

Two Wisconsin Powerhouses Partner to Engage Restaurant Guests

Hiebing, an integrated brand development and marketing firm, announces the launch of a new marketing campaign for Culver’s, the award-winning family restaurant franchise system famous for its signature ButterBurger®. Hiebing provides brand strategy, interactive, public relations and social media management as well as broadcast and print advertising for Culver’s as its agency of record.

“A passion for inspiring brand devotion drives all our work,” says Hiebing President Dave Florin. “With such a strong brand character and ardent fan base, Culver’s challenges us to find new ways to continue growing brand advocates and loyalists.”

The new campaign, the 3-Pepper Serenade, revolves around Culver’s guests’ unexpected experience of being serenaded by a mariachi band singing about the new 3-Pepper Chipotle ButterBurger and 3-Pepper Chipotle Chicken Sandwich as the guests enjoy these new menu offerings. Television and radio ads for the campaign are currently airing in 18 states.

“Telling a compelling brand story starts with clear, engaging ideas that resonate with the target audience,” says Hiebing Vice President and Creative Director Sean Mullen. “For this latest Culver’s campaign, that means making the food and the flavors come to life in an out-of-the-ordinary way.”

In addition to the commercials, Culver’s guests will experience the campaign across multiple touchpoints, including the Culver’s website, a radio ad, coupons, e-mail and social media efforts via the company’s Facebook and Twitter presence.

“Our new campaign entices the senses of our guests by highlighting the bold, layered flavors of the new 3-Pepper Chipotle menu offerings,” says Culver’s Vice President of Marketing David Stidham. “In addition to featuring the tasty menu options, the campaign draws on the franchise’s family values and charm by putting our CEO and co-founder Craig Culver at the forefront of the story, further strengthening guests’ connection with our brand.”

Stidham shared that Hiebing’s first campaign for Culver’s featuring Craig Culver helped generate the best Lenten season Culver’s has seen as a company in four years and lifted systemwide same-store sales across the board.

About Culver’s
Culver’s serves fresh food with genuine family values to each and every guest. Culver’s is an expanding franchise system with more than 420 independently owned and operated restaurants in 18 states. The restaurants’ award-winning customer service is based on small-town, Midwestern values, genuine friendliness and an unwavering commitment to quality and cleanliness. Signature items include the ButterBurger®, made from fresh, never frozen U.S. beef, and fresh Frozen Custard, including the famous Flavor of the Day program.

About Hiebing
Hiebing is the largest integrated marketing and brand development firm in Madison, Wis., with annual capitalized billings of more than $50 million. Founded in 1981, the agency’s clients include regional and national brands such as Culver’s, Schneider National, Famous Footwear, Dean Health System and American Family Insurance.