Delicious is in the Details

Agency: Full Punch


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.

This professional campaign titled 'Delicious is in the Details' was published in Canada and United States in September, 2022. It was created for the brand: Moxies, by ad agency: Full Punch. This Film and OOH Outdoor media campaign is related to the Food and Hospitality, Tourism industries and contains 5 media assets. It was submitted over 1 year ago by Partner, President: Mike Leslie of Full Punch.


Advertising Agency: Full Punch
Partner, Head of Creative: Chris Zawada
CD/Art Director: Elizabeth Whalen
CD/Copywriter: Katie Ainsworth
Partner, Head of Strategy: Jack Dayan
Group Brand Director: Ben Turner
Brand Manager: Ilana Solomons
Producer: Brittany Taylor
Retoucher: Hayden Wood

Photography: AB Creative Services
Photograper: Anguel Dimov
Food Stylist: Bri Beaudoin
Production: Free Society
Director/DP: Etienne Proulx
Executive Producer: Tony DiMarco
Head of Production/Line Producer: Dan Arki
Production Coordinator: Maddie Estabrooks
AD: Jeff Cowan
B-Unit Director: Neil Wysocki
Bolt Operator: Al Peacock
Production Designer: Francois Jordaan
Wardrobe: Nadia Pizzimenti
Food Stylist: Nicole Young
On Set Props: Eli Roberton
Key Grip: Chris DeKluyver
Key Gaffer: Shon Christian

Editorial: School
Editor: Taylor McWade
Assistant Editor: David Ngandu
Producer: Steve Villeseche
Executive Producer: Sarah Brooks

Colour: Alter ego
Colourist: Andrew Ross
Colour Assistant: Daniel Saavedra
Producer: Spencer Butt

Online: Fort York
Online: Flame Artist: Kevin Asis
Online: Flame Assistant: Abraham Lim
VFX Producer: Armen Bunag

Audio: GGRP Sound
Audio Director: Geoff Dawson
Lead Engineer: Spencer Carson


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