Sasquatch Agency

Eat

Main St Bistro brand campaign

Brand platform development & full-service campaign execution across broadcast, digital and out-of-home channels, website alignment, and organic social.

A full-course solution for our most delicious client

Modern life has a way of messing up dinner plans, leaving people reaching for quick fixes instead of meaningful meals. Main St Bistro realized they were losing their emotional connection with consumers. They came to us to reinvent their messaging, and we built a full-spectrum campaign that proved quick side dishes can still deliver an experience worth slowing down for.

Increase in tagline association
+27%
Growth in brand awareness, up 3 points
+15%
Increase in engaged website sessions
+43%

The opportunity

A brand and segment study revealed Main St Bistro was failing to connect emotionally with audiences, costing them brand affinity and repeat customers. The brand needed a messaging reset that recognized a core truth: despite busy lives, consumers crave a meal solution delicious enough to deliver an experience worth slowing down for.

Beyond strengthening brand affinity, we had other notable campaign goals we needed to tackle:

  • Increase Brand Awareness (Ages 24-54) in 15 key markets
  • Overcome low category brand loyalty (promotion-driven consumers)
  • Outmaneuver the larger competitor with a significantly smaller budget

The solution

We developed a two-course creative narrative. First, we led with emotionally resonant, lifestyle-based stories (“weeknight dinner with a side of soccer practice”). Next, we followed up with appetite-driving, product-focused swagger. This was deployed via a fully integrated, in-house media strategy co-developed alongside the creative for seamless concept-to-deployment. Media strategy included blended broad-reach channels (Cable TV, OOH) with precision-targeted digital and social platforms to outmaneuver larger competitors.

Campaign creative on red: social ads on four phones, a highway billboard reading Dinner with a side of delicious, and two web bannersView larger

The results

Brand awareness lifted, with tagline association up 27% and purchase intent up 8%. Interest carried through to the website, where engaged sessions grew 43% and new users 22%. And the in-house media plan stretched a smaller budget: CPM came in 27% below goal, with 20% incremental media value and 23% more impressions than planned.

Media performance & efficiency

CPM below goal
-27%
Incremental media value
+20%
Incremental impressions above planned
+23%

Brand awareness lift

Increase in tagline association
+27%
Increase in purchase intent
+8%
Growth in brand awareness, up 3 points
+15%
Decline in the primary competitor's brand awareness, down 2.8 points
-4%

Big website traffic performance bumps

Increase in new user growth
+22%
Increase in engaged website sessions
+43%
Increase in average sitewide engaged session time
+16.5%

In short

What did Sasquatch do for Main St Bistro?

Sasquatch built Main St Bistro's brand platform and ran a full-service campaign across cable TV, out-of-home, digital and organic social, with an in-house media strategy developed alongside the creative. A brand and segment study had shown the brand losing its emotional connection with consumers, so the campaign paired lifestyle stories with appetite-driven product work.

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Frequently asked questions

What did Sasquatch do for Main St Bistro?

Sasquatch developed Main St Bistro’s brand platform and ran a full-service campaign across broadcast, digital and out-of-home channels, with website alignment and organic social. The media strategy was built in-house alongside the creative, so the work ran from concept to deployment as one program.

Why did Main St Bistro need a new campaign?

A brand and segment study showed Main St Bistro was failing to connect emotionally with audiences, which was costing it brand affinity and repeat customers. The brand needed a messaging reset built on a core truth: despite busy lives, people want a meal good enough to be worth slowing down for.

What were the goals of the Main St Bistro campaign?

Beyond strengthening brand affinity, the campaign set out to raise brand awareness among adults 24 to 54 in 15 key markets, overcome low brand loyalty in a category of promotion-driven shoppers, and outmaneuver a larger competitor on a significantly smaller budget.

What was the creative idea behind the Main St Bistro campaign?

A two-course creative narrative. It led with emotionally resonant, lifestyle-based stories, such as weeknight dinner with a side of soccer practice, then followed with appetite-driving, product-focused work that put Main St Bistro’s side dishes front and center.

Which channels did the Main St Bistro campaign run on?

Broad-reach channels, including cable TV and out-of-home, blended with precision-targeted digital and social platforms. Sasquatch co-developed the media strategy in-house alongside the creative, which let a smaller budget compete with larger competitors.

What results did the Main St Bistro campaign deliver?

Brand awareness grew 15%, a 3-point gain, while the primary competitor’s fell 4%. Tagline association rose 27% and purchase intent 8%, engaged website sessions grew 43% and new users 22%. On the media side, CPM came in 27% below goal, with 20% incremental media value and 23% more impressions than planned.

Let’s take it from concept to conversion

Tell us what you want to move. We’ll tell you how we’ll move it.

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