Recently re-visited and re-wrote a campaign brief I led a strategy team on in Fall 2021.

 

Background: Fly Bird offers a unique, Nashville-inspired and Asian-infused take on a hot chicken tender. The ghost-kitchen operates out of a popular Syracuse-based restaurant, XO Taco. Because Fly Bird opened during the COVID-19 pandemic, it's rebranding from its original name, So Fly, to Fly Bird one year into business. With an emphasis on quality and convenience, Fly Bird offers dine-in and take out options, making it equipped to compete with both restaurants and fast food competitors.

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Business Problem: Fly Bird lacks brand awareness and a target audience and wants to promote its event catering service.

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Positioning: Gen Z and Millennials want to merge the stadium and bar experiences at their game day parties; Fly Bird’s elevated game-day food ties these two together from the comfort of your home.

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Communication Objective: Get Syracuse-local Gen Z and Millennial to try Fly Bird’s catering service for their next at-home sports viewing party.

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Target Audience: Gen Z & Millennials who are attending college in Syracuse or who are Syracuse locals. Those that love watching sports games and those looking for an excuse to hangout with friends. All that understand a game-day is not complete without game-day food.

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Single minded proposition: For the big sports guy, food enthusiast, and the “I’m just here to socialize”er, Fly Bird is the easy and delicious take-out option perfect for all personalities at the party. 

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Support: Fly Bird’s menu is simple, approachable, and all-inclusive - the four menu options make it an easy choice for party hosts. Fly Bird was opened by the owners of an already established and popular Syracuse, NY-based restaurant, XO Taco, that locals already know and love. Driving social media engagement with the brand and product will reach the audience where they’re ready to convert to learning more and placing an online order.

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Tonality: Casual, crowd pleasing, mouthwatering, 

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Moments of Receptivity: Leading up to big college level and professional game days when the games are being previewed on socials and our Gen Z & Millennial audience is making game day plans.