QSR // FSR
Sammy Hagar’s Experience: Burger King • Pizza Ranch • McDonald’s • Sammy Hagar’s Red Rocker Bar & Grill • Back Yard Burgers • Tropical Smoothie Cafe • TCBY • KFC
Creating work worthy of a rock and roll legend.
As part of a recent $38 million expansion at Southland Casino, the property partnered with music legend and entrepreneur Sammy Hagar to open a 150-seat, rock-themed sports bar and grill. With a floating guitar chandelier, the restaurant definitely earned its tagline: “A sports bar that rocks.”
Built on this positioning, the award-winning multimedia branding campaign included billboards, print, digital, TV, radio, and even an amplifier-shaped menu. In the words of Mr. Hagar, “Some of the best s— in years. Really funny, I love it!” Best accolade ever.
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Menu
Roles: copywriting, creative direction; developed with Archer-Memphis
“Our success has a lot to do with our edgy and inventive commercials that really have gotten people's attention."
Southland Casino
Troy Keeping, former GM
Burgers are great. But in Hawaii, SPAM is king.
No one can deny Hawaii's appetite for Spam. Island residents consume more than five million pounds of the gelatinous pork product each year, an average of about six cans per person. So when Burger King Hawaii’s 75 locations needed to promote the Spam Platter and Croissan’wich, these commercials captured the essence of a unique product that’s only available in this unique location.
Role: copywriting; developed with Harris-Honolulu
Promoting a family buffet that also serves the community.
With more than 200 locations across 14 states, this Midwest-based casual buffet restaurant chain is known for its pizza, chicken, and salad bar, along with a family-friendly atmosphere and a strong heritage of community involvement inspired by the American West. For its first-ever TV branding campaign, the goal was to spotlight not only craveable food at a great value, but also the brand’s commitment to making a difference—so that each person they serve, whether guest, team member, or community member, walks away a little better off because of what they do.
Role: copywriting; developed for Archer-Memphis
Taking a limited-time menu item and making it permanent.
When McDonald's introduced Buttermilk Crispy Tenders for a limited time, this regional radio campaign helped spread the word. Made with 100% white meat chicken, a buttermilk-based batter, and no artificial flavors, colors, or preservatives, the item became a huge hit. Today, it lives on as a permanent menu item under the name “McCrispy Strips.”
Roles: copywriting, casting, production; developed for Ghidotti
Serving up a rebrand of a Memphis staple.
Holiday Deli had been a Memphis fast-casual mainstay with multiple locations for three decades, but the concept had grown stale. The rebrand and expansion into Pimentos Kitchen + Market revitalized the brand and repositioned it as a destination focused on freshness—offering not only sandwiches, but also breakfast, lunch, dinner, and a wide range of grab‑and‑go options.
Role: co-creative director; developed with Sullivan-Memphis