Zoes Kitchen was approaching a significant milestone; the opening of their 100th store. The company had spent a significant amount of time and effort in defining its branding and marketing strategy.
Propaganda was engaged to help clarify it’s position as a leader in the fast casual Mediterranean segment and establish a marketing platform that resonated with consumers on a deep emotional level while setting the stage for long term success in marketing the brand.
Armed with a great story to the brand’s beginnings and clear differentiation in the marketplace, the company was in a position to be the category leader within the Mediterranean fast casual segment.
Our challenge was to leverage the core essence of the brand and consumer connection to align the company’s marketing efforts forward for the long term.
Our process revealed a significant and clear opportunity to to capitalize on the higher purpose the brand enjoyed with consumers. The “Live Mediterranean” platform was developed to embrace the concept of living life to the fullest, a reflection of the active, busy lifestyles of consumers that loved the brand.
From this platform, the brand has found new expressions for marketing and positioning that clearly differentiate the concept within the competitive set. The result has lead to national expansion plans and a very successful IPO.