BurgerFi Rebrand
BurgerFi was falling behind in a burger war built on bold flavors and even bolder claims.
So we rebranded the brand with a bold, no-nonsense attitude, dialing up appetite appeal and premium value to make BurgerFi impossible to ignore and even harder to resist.
I helped lead the charge: developing the brand voice, scripting video (even lending my voice), and bringing it to life with punchy headlines and a tone built to go toe-to-toe with burger giants.
The work fueled a 60% sales lift and reminded people what real burgers taste like.
social, Digital, and IN-store
Rebranding combos as the BFD pushed BurgerFi’s bold new voice front and center.
We didn’t stop there. A $3 Cheeseburger promo followed, driving a 60% sales increase and the highest loyalty sign-ups in brand history. Bold voice, big results—that’s what we call a BFD.
We carried that energy into each LTO, like the Prime Rib Burger—reminding fans that nothing lasts forever, so when indulgence calls, you answer.
BurgerFi asked if we could help them capitalize on pop culture trends and the culinary experience that guests crave, we said, “Yes, Chef!”
The next challenge was extending this bold voice beyond burgers. Enter BurgerFi’s new chicken wings. Building on the success of the BFD, we needed another acronym to turn heads.
The result? WTF: Wings Take Flight.
Video
This all came together in a social video with your captain announcing, "We are ready for takeoff." With a budget of roughly $0, we had to get creative—and that’s where I stepped in. That voiceover you hear? Yep, that’s me. When you’re working on a tight budget, sometimes the best solution is to just get behind the mic.