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The American Joint: work by MarketinCrew
The American Joint
The American Joint serves American food, vegetarian, and sells franchises alongside its outlets. That gives the marketing two jobs: fill tables and find operators. We handle brand identity, social media and performance marketing.
- 01How they came inFor brand identity, social media and performance marketing across a restaurant brand that is also recruiting franchisees.
- 02What we took onPaid campaigns on Google, Facebook and Instagram, the event and brand posts, and photography of the outlets and the franchise offer.
- 03How it runsTwo audiences are targeted separately. Diners get the events, the menu and the vegetarian position. Prospective operators get lead generation ads pointing at the three franchise formats.
- 04Where it standsTwelve assets published across campaign and photography.
Campaigns and posters
Six pieces covering both jobs. Event nights such as a sold-out stand-up act run in partnership with Zomato Gold, and the quieter brand posts that hold the vegetarian position.
“Two audiences, one brand. The person booking a table and the person buying a franchise never see the same ad.”
MarketinCrew
Photography
Six frames covering the outlets and the franchise pitch, including the three formats on offer: express unit, standalone unit and master franchise.
Asked about this work
What does the performance marketing target?
Two separate audiences. Diners, for footfall, and prospective franchise operators, through lead generation ads on Google and Meta.
Which franchise formats are advertised?
Three: an express unit, a standalone unit and a master franchise.
Is the brand vegetarian?
Yes, and the brand posts are written to hold that position rather than hide it.
Want work like this for your brand?
One team across the brand, the feed, the ads and the shoots.
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