Bennigan's

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The Situation: Bennigan's Restaurants were getting lost among their competitors, and younger guests were going elsewhere. The Insight: Bennigan's needed a brand voice that spoke to younger consumers in the media they consumed, with an attitude that got their attention. The Idea: Feed Your Inner Leprechaun.

When you want to feed your inner Leprechaun, you go to Bennigan's. Bennigan's had always had an attitude, but they'd never really put it out there. I helped give Benningan's a brand voice. Along with a small army of Leprechauns. Including Fergus Dargle. A kung-fu loving Leprechaun who had a crush on Betty Crocker, hung out with Big Foot, and took down lawn gnomes with his nun-chucks.


ONLINE:
We created a substantial online presence for Bennigan's that included their menu, promotions and locations, as well as an online store and a page where you could insert your photo into a "Lepregram" to email to friends. The site also featured an unorthodox Leprechaun named, "Fergus Dargle". You could visit his fan page to watch videos and read his blog, or watch a channel featuring his home movies. These movies included Fergus showing off his skateboarding skills, dance moves, and two kung-fu demonstrations. One where Fergus karate chops two sub sandwiches in half, and the other where he demolishes several lawn gnomes with nun-chucks.
TELEVISION:
Bennigan's is a place to enjoy great-tasting food. A place to indulge. In other words, to "feed your inner Leprechaun". We created TV spots that demonstrated that idea in a very real way.
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