Howdy!

The Roy Rogers Restaurant brand is a household name among most baby boomers, but virtually unknown to most millennials. So, how do you make such a legacy brand appealing to a new generation, without losing the heritage that appeals to boomers? We found a common denominator in the traditionally good values that both audiences share, values that stem from Authentic Cowboy Heritage.  

At the center of all communications is this brand ethos: Have a Cowboy Kinda Day

There is no friendlier way to greet someone. It is that openness and informality that we try to project in the messaging for the Roy Rogers brand.

The venues for advertising are radio, social media, outdoor and in-store promotion. 

Typically, radio had been used to promote various product offerings. But in addition to focusing on the product, we used sixty seconds to tell a folksy tale about a cowboy and his cowgirl named Dale. This combined good food with good times.

For Roy Roger’s social media, our goal was to increase engagement through serving as a medium of communication between the brand and its customers. For example, our #MemoryMondays post allowed devotees of Roy's, called Royalists, to share their favorite memories at Roy Rogers. Additionally, we frequently post "Royisms," quick sayings that encapsulate cowboy wisdom.  Such as, “Don’t squat with your spurs on,” and "Forgive your enemies. It messes with their heads.”

Outdoor had typically been used to provide direction to the nearest Roy's. We did this as well, but added a playful twist to the message.