Erbert & Gerbert’s: Rebranding Case Study
Erbert & Gerbert Rebranding
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.
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 Not only was it being outspent 130 to 1 by its competitors, it also had an outdated image that hadn’t been refreshed in 20 years.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.
Erbert & Gerbert’s: Store Design
At Erbert & Gerbert’s, each sandwich is named for a character in a series of bedtime stories that the founder was told by his father. But that connection was getting lost in their existing store graphics. We gave the stores a complete makeover, giving them a look that feels more contemporary, more whimsical and, well, more E&G. From storybooks behind shadow boxes to a clearer and cleaner menu board to a wall mural that welcomes customers, the stories have truly come to life, and sales have spiked.
Erbert & Gerbert’s: Holiday Wraps
Erbert & Gerbert Holiday Sandwich Wraps
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.”
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.
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.
Erbert & Gerbert’s: Candle Cannon
Erbert & Gerbert's Erbert & Gerbert's Candle Cannon
Visit the site: candlecannon.com »
How do you celebrate 20 years of making great subs? With a 20th Anniversary Blowout, of course. We built the world’s largest air vortex cannon to get E&G’s customers excited about this tasty milestone. 850,000+ (free) online views later, our client is still celebrating.
Erbert & Gerbert’s: Human Flipbook
Erbert & Gerbert's Erbert & Gerbert's Human Flipbook
Visit the site: humanflipbook.com »
150 T-shirts + 1 overworked iron ÷ 30 seconds = the world’s first Human Flipbook. Looking to connect with its core collegiate audience, what started out as a late-night TV spot running on Comedy Central and MTV went on to become a viral online sensation. Hundreds of blogs posted about it. Millions of people viewed it. CNN covered it. And Erbert & Gerbert’s Q4 sales were up in an otherwise flat quick-serve restaurant category.
C+M Receives Effie Award Recognition
Gold, silver or bronze awards to be announced May 22 in New York
MINNEAPOLIS, Feb. 20, 2013 – Colle+McVoy has 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 45th annual Effie Awards on May 22 in New York.
The agency was recognized in the Disease Awareness & Education category for its work with the Medtronic Foundation. When tasked with the job of increasing survival rates of sudden cardiac arrest (SCA), the leading cause of death in America, the agency created the Save-a-Life-Simulator dramatic and immersive online experience instead of making a typical instructional video. Found at www.HeartRescueNow.com, the interactive, online tool launched for The Medtronic Foundation’s HeartRescue Project promoted proper and timely bystander response to SCA. A dynamic “choose your own adventure” style of interactive experience with first person point-of-view videos puts the viewer in the shoes of an everyday mall-goer who witnesses SCA. Viewers get to test their response skills and make fight or flight choices that decide the fate of a victim.
“Moving the needle on this project meant helping to save lives,” said Christine Fruechte, President & CEO, Colle+McVoy. “We’re grateful for a client partnership that supported outside-of-the-box thinking and creative ideas that work.”
Colle+McVoy has received recognition from the Effie Awards in the past for work with Caribou Coffee, Rhymesayers Entertainment, Schell’s Brewing Co, Erbert & Gerbert’s, Nestlé Purina Veterinary Diets, Minnesota State Lottery 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 effie.org.
Colle+McVoy Receives Effie Award Recognition
Caribou Oven Shelter Effie Finalist
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