The Bavarian Bier Cafe chain is reposition its brand in a bid to move itself away from its thigh-slapping associations.
A new campaign, masterminded by Step Change Marketing, will aim to position staff as “artisans” delivering high quality products.
Step Change Marketing strategist Ashton Bishop said: “We naively thought we were heading to a novelty or themed restaurant but it was far from it. We were greeted by contemporary decor, a great crowd, amazing food and, frankly, the best bier in the country – all the best bits of Bavaria without any of thigh-slapping antics that happen at the novelty venues. We knew if we just distilled the story of the ‘in-café’ experience the brand would accelerate its success”
The chain, owned by Bavarian Hospitality Group, currently has seven restaurants in Sydney, with another set to open in Brisbane.
Nicola Ekas, brand manager for Bavarian Bier Cafés, said: “We’re focusing in on what makes us unique. It’s not enough just to be Bavarian, you have to be true to what that means today – that’s passionate staff and first-class food and beverages, prepared to the very highest standards. Our new campaign communicates this brand promise in a meaningful way, highlighting everything we constantly deliver on in each venue.”
Media strategy – based on mobile scooter billboards – was developed by Slingshot. Beck Hamilton, communications director at Slingshot Media Ventures, said: “The major challenge for media was addressing seven separate locations and their local media nuances. MediaV scooters provided the strongest solution by offering the strength of an outdoor campaign, the efficiency of mobility and the consistency of message across multiple destinations.”