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Erbert & Gerbert’s: Rebranding Case Study
erbert & gerbert’s , retail , restaurant , package design , award winning , effie , food
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Erbert & Gerbert’s: Rebranding Case Study

Erbert & Gerbert Rebranding

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Solution

In order to reinvigorate Erbert & Gerbert’s, we went back their very humble, albeit quirky, beginning. At the core of the brand are imaginative bedtime stories a father told his 7-year-old and 9-year-old children, Erbert and Gerbert Herbert. Just as the children make fun discoveries throughout their adventures, we wanted people to have as much fun discovering the E&G brand. Our big idea was embodied in our campaign’s theme line: Subs Worth Discovering. We made sure every touchpoint was worth discovering — from a redesign of the store experience to a simple, easy-to-use, print-on-demand system, which allowed franchisees to customize campaigns at the local level and the company to track use and results. Finally, we created an innovative, integrated advertising campaign that generated positive sales and earned global media coverage for the chain. Not only did the work earned a shelf full of awards, including a Gold EFFIE, but it was also featured on CNN, The Ellen DeGeneres Show, the CBS Early Show and VH1. But our proudest moment was being named Vendor of the Year by the franchisee network.

Challenge

Erbert & Gerbert’s, a quirky sub chain in the Midwest, is outspent by competitors such as Jimmy John’s, Potbelly and marketing behemoth Subway. Not only was it being outspent 130 to 1 by its competitors, it also had an outdated image that hadn’t been refreshed in 20 years. To build the business in a highly competitive environment, it would have to focus on what made its store experience unique and connect with those who valued it.

Schell’s Brewing Co.: Schell’s Dark
schell’s brewing co. , beverage , beer , effie , package design , music , bands , award winning , product launch , packaging
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Schell’s Brewing Co.: Schell’s Dark

Schell's Dark Case Study

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The challenge: save a brewery’s classic beer from the endangered species list. Borrowing from its Deer Beer heritage, we first updated its appeal with a new bottle and packaging design. Next, to boost taplines at key clubs and taverns, we put together an exclusive concert series and surrounding campaign featuring top indie bands such as Spoon, Mason Jennings and the Brian Jonestown Massacre. There was a 500 percent increase in tapline placement, sales were as robust as a pint of Schell’s Dark and the campaign won an EFFIE – the industry standard in marketing effectiveness.

Erbert & Gerbert’s: Holiday Wraps
erbert & gerbert’s , retail , restaurant , viral , package design , award winning , effie , food , packaging
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Erbert & Gerbert’s: Holiday Wraps

Erbert & Gerbert Holiday Sandwich Wraps

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Erbert & Gerbert’s Subs and Clubs is a quirky restaurant chain that tasked us with getting a holiday gift certificate message to stand out from the clutter and clamor of the season. Holiday wrap transformed each sub into a present, and inside, customers discovered the message “Subs make great gifts.”

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Erbert & Gerbert’s: Find The Pickle Ad
erbert & gerbert’s , retail , restaurant , effie , award winning , food , print ad
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Erbert & Gerbert’s: Find The Pickle Ad

With a majority of Erbert & Gerbert’s Subs and Clubs located near college campuses, alternative newsweeklies were the perfect vehicle to serve up nontraditional ads. To boost store traffic, we focused on two things that were near and dear to students: having fun and free food.

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Erbert & Gerbert’s: Connect the Dots Mailers
erbert & gerbert’s , retail , restaurant , award winning , effie , food , direct mail
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Erbert & Gerbert’s: Connect the Dots Mailers

At the core of the Erbert & Gerbert’s Sub and Clubs brand are bedtime stories a father told his children, starring Erbert and Gerbert Herbert. Just as these characters make fun discoveries throughout their adventures, we wanted people to have as much fun discovering our messages. Here our Subs Worth Discovering campaign took a participatory angle in an old-time favorite way.

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Erbert & Gerbert’s: Packaging Design
erbert & gerbert’s , retail , restaurant , viral , package design , award winning , effie , food , packaging
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Erbert & Gerbert’s: Packaging Design

We’d redone their store interiors, refreshed their quirky characters and stories, updated their logo and menu board, created some fresh viral content, and now we’ve redesigned Erbert & Gerbert’s packaging.

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Colle+McVoy Receives Effie Award Recognition
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Colle+McVoy Receives Effie Award Recognition

Caribou Oven Shelter Effie Finalist

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Gold, silver or bronze awards to be announced May 23 in New York.

MINNEAPOLIS, March 21, 2012 – Colle+McVoy and Exponent PR, its public relations partner, have received recognition as an Effie Awards finalist, the preeminent industry award that honors the most effective marketing communications campaigns. Gold, Silver and Bronze Effie trophies will be announced at the 44th annual Effie Awards on May 23 in New York.

The agency was recognized in the Breakfast Foods category for its work with Caribou Coffee, the nation’s second largest gourmet coffee retailer. Colle+McVoy helped the company rollout its “Breakfast with Benefits” campaign, which introduced consumers and media to Caribou’s line of hot and hearty Daybreaker breakfast sandwiches. Leveraging creative tactics, such as converting bus shelters into ovens with real heat during frigid winter months, the launch became the most successful product launch in Caribou Coffee’s history.  

“All of our clients expect innovative ideas that move the needle,” said Christine Fruechte, president & CEO, Colle+McVoy. “This recognition is a testament to our client partners and to the creativity, passion and effectiveness of our work.”

Colle+McVoy has received recognition from the Effie Awards in the past for work with Rhymesayers Entertainment, Schell’s Brewing Co, Erbert & Gerbert’s, Nestlé Purina Veterinary Diets, Minnesota State Lottery, Caribou Coffee and more.

About the Effie Awards
The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including print, TV, radio, outdoor, internet, guerrilla, digital, package design, events, street teams, PR, paid or unpaid media. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the annual World Effie Festival, the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs. For more details, visit www.effie.org

C+M Is Finalist In Two Effie Award Categories
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C+M Is Finalist In Two Effie Award Categories

Gold, silver or bronze awards to be announced June 7 in New York


MINNEAPOLIS, March 8, 2011 - Colle+McVoy has reached the finalist stage in two Effie Award categories. The Effie Awards are the preeminent award in the industry honoring the most effective marketing communications campaigns. Gold, Silver and Bronze Effie trophies will be announced at the 43rd annual Effie Awards on June 7 in New York.

Colle+McVoy is a finalist in the David vs. Goliath and Retail categories for its overall marketing approach and rebranding of Caribou Coffee, the world’s second-largest coffee retailer. To better communicate the soul of the company and differentiate Caribou Coffee from its more-corporate competitors with giant budgets, Colle+McVoy completely relaunched the brand. The revitalization included uncovering the brand’s core DNA and reviving its original tagline, "Life is short. Stay awake for it," and providing a new logo, packaging and in-store signage, as well as Web site and advertising support.

The relaunched brand has positively affected sales and customer traffic. Since engaging Colle+McVoy, Caribou Coffee has achieved significant net sales increases, outperforming the QSR category and increasing shareholder.

About the Effie Awards

The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the outstanding award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including print, TV, radio, outdoor, internet, guerrilla, digital, package design, events, street teams, PR, paid or unpaid media. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the annual World Effie Festival, the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs. For more details, visit www.effie.org.

C+M Promotes John Neerland And Expands Creative Team
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C+M Promotes John Neerland And Expands Creative Team

Colle+McVoy Promotes John Neerland and Expands Creative Team to Meet Growth

MINNEAPOLIS, May 15, 2012 – Colle+McVoy today announced that John Neerland has been promoted from associate creative director to group creative director, and six new hires have been made to meet the growing needs of the creative department and clients.

“John is as talented as they come and he has played an important role in creating work that has elevated our clients and the agency,” said Mike Caguin, chief creative officer, Colle+McVoy.

The creative department has grown more than 35 percent in the last year alone and Colle+McVoy has experienced six consecutive years of growth. This has been fueled by a significant investment in its social media and digital offering, organic growth from long-term client partners and new clients inspired by the agency’s ability to revitalize iconic brands — most recently Indian Motorcycle and Mountain Hardwear.

Neerland, who joined the agency more than seven years ago, has led creative efforts for Caribou Coffee, Schwinn, Old Navy, Yahoo!, Novartis Animal Health and Explore Minnesota Tourism among others. His work has been recognized by The One Show, D&AD, Cannes, the Webby Awards, the Effie Awards, the Obies and Communication Arts.

Joining Neerland in the creative department are:

-Erik Kvalseth has been hired as an associate creative director. Kvalseth has a wealth of experience including work on Polaris, E*Trade, Target, Ikea, OptumHealth and Cenex.

-Nate Hinz has been hired as a senior designer and has worked on brands like BMW, Jack Daniels, United Airlines, Nordstrom, Miller Lite and Citibank.

-Emily Honigsfeld has been hired as a senior art director/designer. Honigsfeld recently worked at Deutsch LA and has experience on brands such as Hyatt Hotels, Bill and Melinda Gates Foundation, Corona and T-Mobile.

-Brit Ryan has been hired as junior art director and previously worked at LA-based agency Mistress on the Red Bull, Jagermeister and FUZE brands.

-Chris Gault has been hired as a senior copywriter. Gault has experience with L.L. Bean, Payless ShoeSource and Finnegan’s Irish Amber.

-Ryan Burk has been hired as a copywriter and has worked on a range of outdoor and recreation brands like Shimano Cycling & Fishing, Northern Tool + Equipment and Zeiss Sports Optics.

-Additionally, Matt Pruett has been promoted to senior art director and has worked on brands such as Cannondale, Subaru and Harley-Davidson.

Mike Caguin Named CCO And Eric Husband Made ECD
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Mike Caguin Named CCO And Eric Husband Made ECD

Colle+McVoy Promotes Senior Creative Staff

MINNEAPOLIS, April 12, 2012 – Colle+McVoy announced today promotions in its senior creative leadership. Mike Caguin has been named chief creative officer and Eric Husband has been promoted to executive creative director.

“This is wonderful recognition for two leaders who have guided the agency through years of strong growth, transformation and record-setting recognition,” said Christine Fruechte, president and CEO, Colle+McVoy. “As we continue down this path of expansion, we have the leadership in place to drive growth for us and our clients.”

Colle+McVoy has experienced six consecutive years of growth fueled by a significant investment in its social media and digital offering, organic growth from existing long-term client partners and the addition of new clients inspired by its ability to revitalize iconic brands, including most recently Indian Motorcycle and Mountain Hardwear. The agency’s work has received more national and international recognition than at any other time in its history and has been recognized by the O'Toole Awards, the Effies, the Webby Awards, The One Show, Communication Arts and Cannes Lions. It was also named a Best Place to Work in 2011 by Outside magazine, Advertising Age and the Star Tribune.

“It’s a great time to be at this agency,” said Caguin, who has led the creative team for the last three years as executive creative director. “Eric is an exceptional creative, our talent is at an all-time high and our clients are doing exciting things.”

Under Caguin’s leadership, the creative department has grown more than 35 percent in the last year alone. In addition to his time at Colle+McVoy, Caguin has worked at Butler, Shine, Stern & Partners and TBWA/Chiat/Day, among other agencies. He has worked with numerous leading national brands such as BMW MINI, Cannondale, Caribou Coffee, ESPN, GT, Indian Motorcycle, Infiniti, InterContinental Hotels, Land O’Lakes, Nestlé Purina, Nissan, Novartis, Recreational Boating & Fishing Foundation, Sun Microsystems and Yahoo! His work has been recognized by The One Show, The One Show Interactive, D&AD, the Webby Awards, Cannes Lions, the Effies and the Kelly Awards.

Husband (previously group creative director) has been with Colle+McVoy for more than six years leading creative on numerous accounts, including Caribou Coffee, Schwinn, Mongoose Mountain Hardwear, Nestlé Purina and Explore Minnesota Tourism. He’s also created work for Target, Kellogg’s, BMW MINI and Sun Microsystems and spent time at Butler, Shine, Stern & Partners, as well as several local agencies. He’s won every color of Effie award (bronze, silver, gold), been recognized by the Kelly Awards, the Webby Awards, The One Show, and Cannes Lions. His work has been featured as ESPN's Play of the Day and enthusiastically discussed on Late Night with Jimmy Fallon.