Delicious is in the Details

Out of sight and out of mind, Moxies needed to shed some old baggage and let guests, new and old, know about their unique fresh food offering.

One of Canada’s original upscale casual dining restaurants, Moxies’ position as an industry leader eroded over the years as competitors like Earls, Cactus Club and JOEY ate away their share of the pie. Add to that the Challenge of age-old perceptions not reflective of today’s experience, and Moxies struggled with maintaining relevance and meaning. Especially with younger, millennial audiences.

Unlike their competitors, Moxies crafts their food in-house daily using fresh ingredients under the guidance of classically trained Executive Chef Brandon Thordarson. The attention to detail given to each dish on the menu sets Moxies apart. it’s time to transition from quietly sitting on the sidelines to sharing their exceptional food story.

A visit to Moxies is the best part of someone’s day, so we needed to reset guest expectations. A new menu wasn’t enough. Moxies had to create a marketing campaign to drive awareness, trials—and food FOMO.

With the challenge of elevating brand perceptions front of mind, we created a new strategic platform for Moxies: Expect the Exceptional. Then we updated their brand across every touch point and in every detail by creating a consistent set of guidelines to protect brand integrity. After internally launching the updated brand across 67 locations in Canada and the U.S., we developed a 360-campaign highlighting the craft behind Moxies’ signature dishes. Delicious is in the details shows how a single ingredient can turn the expected into the exceptional, encapsulating the relentless journey of crafting dishes guests can enjoy time and time again.