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 Not only was it being outspent 130 to 1 by its competitors, it also had an outdated image that hadn’t been refreshed in 20 years.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.