Harvey’s is continuing to lean into customization as it evolves its brand campaign for a third year.

A new TV spot in the “Burger Boss” campaign features a customer placing an order, displaying a burger tattoo he believes gives him membership to a secret society and the customization abilities that come with it, unaware they are available to everyone.

Meera Patel, senior manager of digital marketing at Harvey’s, tells strategy the work constitutes the next evolution of the “Burger Boss” campaign that launched in 2021 and operates on a strategic insight that continues to be relevant: everyone is a boss at Harvey’s, due to the brand’s longstanding differentiator of customization.

“We’re all about empowering Canadians to customize their burger exactly how they want it and you don’t need to be a part of a secret society, have any secret codes or tattoos to get the ‘Burger Boss’ treatment,” Patel notes.

According to Patel, over the last few years, Harvey’s has managed to skew its audience significantly younger, and the new campaign is aimed at driving further trial for the 18 to 35 demographic.

“Whilst we are indexing younger, we can’t forget about our core loyalists,” Patel explains. “That’s why Burger Boss is fully omnichannel with a mix of TV, social, streaming audio, radio, experiential and influencer marketing,” Patel explains. Further spots in the campaign will launch later this year.

Giants and Gentlemen is Harvey’s creative agency for television creative, having handled the “Burger Boss” spots since 2021. Genuine Retail Media is the QSR’s media buying partner, assisting with traditional and digital media buys.

Harvey’s experiential agency Behaviour is pushing further trial with a “Summer Burger Boss” tour, where food trucks and tents will serve burgers at events and festivals in communities across Canada. It also comes with a contents where Canadians can share their own events they’d like and they could win the RV experience, and could include birthdays, showers, weddings, and bar mitzvahs.

“Customization is a massive part of our strategy, so for this tour we’re doing just that with an all-new portable garnish counter with nine garnishes and sauces to choose from,” Patel says. It’s also chosen to rebrand its XM assets to its signature Harvey’s shade of orange, something that’s eye-catching and “almost like a billboard on wheels.”