The Hollywood-based sandwich shop expressed interest in expanding to Downtown Los Angeles and asked for a campaign to raise awareness about the restaurant and its delivery services, especially among students in the area. 

After conducting surveys and focus groups, we found that USC students enjoyed getting food after a long night out, but often settled for sustenance over substance due a lack of quality late night food options near campus. We realized that Fat Sal’s could revive the energy of a group after a night out with an unapologetic, indulgent experience.  

THE CAMPAIGN - #BiteOn

To speak to this concept of late-night revival, we orchestrated a social media and bus stop advertising campaign with an ode to the iconic USC rally cry, “Fight On”. Instead of fighting on to victory on the field, students could “Bite On” through the night.

Strategic placement of these ads were key to reminding students of Fat Sal’s classic grub where and when they needed it the most – while scrolling through social media after a night out or on a bus stop while walking home after a long night of studying. 

CREDITS

Special thanks to Fat Sal’s.
Created by Trojan Marketing Group

Rosie Goldwasser - Account Director
Simon Nahigian - Account Director
Mark Cheong - Project Manager
Julia DeSantis- Creative Strategist
Jackson Phillips - Creative Strategist
Shannon Corsi - Creative Strategist
Xandra Beverlin - Creative Strategist
Chris Laske - Digital Strategist
Julia Erickson - Digital Strategist
Chloe Pyron - Designer
Jessica Wang - Designer
Tommy Derken - Video Production
Sam Salomon - Director of Creative Strategy
Neal Sivadas - Director of Digital Strategy
Ricardo Alvarez - President