Applebee's: Fancy Like

Lauren Friezo

Casual dining restaurant chain Applebee's tuned in to good vibes and virality to seize consumer attention and revitalise its relevance in the US.

Campaign details

Brand: Applebee’s Brand owner: Dine Brands Global Entrant company: GreyIdea creation: Grey New York Market: United States Sector: Restaurants & takeaways Media channels: Word of mouth, Influencers, KOLs, Content marketing, Mobile & apps, Websites & microsites, Online video, Online display, Radio & audio, Public relations, Television & Connected TV Budget: 10 - 20 million

Executive summary

In 2021, consumer sentiment around casual dining restaurant (CDR) chain Applebee’s was low, as evidenced by negative tweets on social media. At the same time, the...

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