Culver’s
Integrated Story
Culver’s built its 400-plus family-friendly franchise on high-quality ingredients, cooked right to order and served by a cheerful team. Many of the favorites enjoyed at Culver’s originated in the Culver’s personal family kitchen, which brings them both authenticity and an abiding differentiating value. We share the Culver’s experience holistically through a number of touchpoints—from traditional TV and radio, to print, interactive, in store signage and social media. Culver’s customers are passionate and proud ambassadors of the brand; they love the food and the vibe and help us spread the good word to the rest of world.
Culver’s Website | Culver’s Facebook
Culver’s – Integrated Story – Television – Real Wisconsin Cheese
The whole idea around “Welcome to Delicious” is to invite consumers into Culver’s true story of goodness. To introduce the Three Cheese ButterBurger, we gave a behind-the-cheese look at the pride and passion for Wisconsin’s finest export.
Culver’s – Integrated Story – Television – Family Farm Fresh
The quality of Culver’s Fresh Frozen Custard starts with the very best Wisconsin dairy, made from milk produced by some 100 family farms. Here’s one hard-working spot set on turning ice cream lovers into frozen custard cravers.
Culver’s – Integrated Story – Television – 100% Midwest Raised
“What’s a ButterBurger?” Craig Culver has been asked that more times than he probably cares to count. And this spot was our answer, loud and clear: Fresh, never frozen, Midwest beef, cooked to order and served on a lightly buttered toasted bun by Craig himself.
Culver’s – Integrated Story – Television – True Blue Value
While other restaurants try to compete on price, Craig Culver is out there treating his guests to a little something called “True Blue Value.” Here’s a look at just why they do things the way they do at Culver’s.
Culver’s – Integrated Story – Digital – Welcome to Delicious Website
Today’s fluid culture demands fresh content and Culvers.com happily obliges. Flash features regularly refresh the home page and showcase new products and old favorites. Tools on the site are constantly refined to help guests find the information they want intuitively and quickly, including local daily features, soups and the hugely popular Fresh Frozen Custard Flavor of the Day.
Culver’s – Integrated Story – Digital – iPhone and Android Apps
Custom made with our on-the-go guests in mind, Culver’s iPhone and Android apps put the most popular information at their fingertips. Our apps feature “the Five Day Flavor Forecast” where guests can preview and find where and when their favorite flavors will be served. Flavor notifications even alert guests when their favorite flavors of the day are being scooped up nearby.
Culver’s – Integrated Story – Welcome to Delicious Packaging
Packaging is a natural opportunity to retell and reinforce the “Welcome to Delicious” story as our guests literally hold the brand in their hands. By highlighting Culver’s unique recipes and its heritage of never cutting corners, our packaging ever reminds guests of the authenticity and craftsmanship behind every meal.
Culver’s – Integrated Story – Welcome to Delicious In-Restaurant POP
With a fresh, genuine tone and manner that focuses on the food, we brought “Welcome to Delicious” to life on the menu board as well. Big food images and authentic language add anticipation and mouth appeal to guests as they order.
Culver’s – Integrated Story – Welcome to Delicious Social Media
Culver’s harnessed the passion of its loyal guest and increased brand awareness through engaging Facebook conversations about the craveable ButterBurger and other menu favorites. Culver’s increased its Facebook fan base by 149% over one year. Fan engagement increased by 500%.
Culver’s – Integrated Story – Who’s Your Mini Social Media
To celebrate the launch of a just-right size of a signature menu offering, the Mini Concrete Mixer, we created a social media campaign that encouraged guests to share photos of their mini-in-spirit. Within three weeks Culver’s fans shared more than 1,500 photos and voted more than 17,000 times. The restaurant’s Facebook page also grew by nearly 10,000 fans. Who doesn’t enjoy a cute kid, puppy or Play-dough sculpture?
Culver’s – Integrated Story – Welcome to Delicious In-Restaurant Flip Deck
Since most guests eat their meals before returning to the counter to order dessert, the Flip Deck and Dessert DVD remind them of the indulgent treats that are the perfect finale for a Culver’s meal.
