Nimby burgers are made by 100% real humans. That’s the assurance that the new burger joint on the block, Nimby Burger, is making to Vancouverites in its inaugural promotional campaign.
Joey Restaurant Group president Jeff Fuller was on a quest for the “just-right burger,” but it was something he couldn’t find in Vancouver. So, in May, he opened Nimby Burger, a modern spin on the old-fashioned burger stand, with real ice cream milkshakes, hand-cut fries and only five items on the menu.
With Vancouver-based Spring Advertising on board to inject a fresh attitude into all elements of its quirkily retro brand design, Nimby, which stands for “not in my backyard,” debuted by providing free sampling to Vancouver’s culinary elite at Vancouver Magazine’s 2010 Restaurant Awards.
“We know that a good product will create its own customer base, so our promotional activities needed to have a strongly branded sampling component,” says Britt Innes, marketing director, Joey Restaurant Group. “Our instant Nimby location at the Vancouver Restaurant Awards was a perfect opportunity to get a buy-in from the city’s foodie culture.”
The brand’s ads, design elements and website (which features a lineup cam) reflect the heritage, traditions and appearance of the modern-day walk-up burger stand’s forbearers using cheeky language and imagery.
Ads ran in Vancouver Magazine’s awards edition and in the Vancouver Sun and a strong social media presence promoting Nimby’s opening was also established via Twitter and Facebook.
Nimby also took advantage of the location of its first restaurant, right across the street from Kits Beach, to break through to the beach-going crowd. It introduced the world’s first “flying coupon” – Frisbees that employees throw at passersby, who can cash them in for free burgers.
advertiser: Nimby Burger
agency: Spring Advertising
designer & art director: Jeremy Grice
creative director: Rob Schlyecher
copywriting: Rob Schlyecher & Jessica Mori
