Chop Crazy Restaurants offer a new fast food concept, geared to healthy meals based on salads, fruits and vegetables. But how could this small player compete in the big leagues?
Rinaldi opted for a humorous vein, imagining a break-up between the consumer and the big guns of the fast food industry. The agency proposed that Chop Crazy thumb its nose at the major chains, but without naming them so as not to wake the sleeping giant.
A wide-ranging poster campaign proclaimed the end of the relationship between the consumer and certain major chains, and the beginning of the new romance with Chop Crazy. The campaign was surprising for its youthful, rebellious, very fresh tone.
Using metro, bus and print ads, Chop Crazy gained an audience for a voice in stark contrast with its big competitors.
Results:
In addition to obtaining recognition for the originality of its restaurant approach, Chop Crazy won the prize in the Bronze category, Outdoor Campaign, at the Summit International Awards for the “Je préfère Chop Crazy” (I prefer Chop Crazy) campaign.
