The challenge: In an oversaturated market, how do we maintain the voice and overall experience of a small, family-owned business as it continues to expand its number of locations?
We achieved this by repositioning Edley’s as “Nashville Style BBQ.” Nashville Style salutes the city where Edley’s Bar-B-Que began. Music City was founded on creativity, collaboration, and respect for those who came before it. We want our food to be a direct reflection of that idea: bringing the best ideas to life by leaning on the influence from the pioneers, yet not being afraid to challenge the norm. Nashville Style is a confluence of traditions and cultures that transcend race, class, and college football affiliation.
Edley’s Bar-B-Que is an award-winning Nashville fixture with a reputation for serving the best BBQ around, providing superior customer service in a family-like atmosphere, and injecting Southern Soul into all that they do. With locations in Nashville, Lexington, and Chattanooga, Edley’s is a neighborhood gathering place that invites you to be a part of their family the moment you walk through the door.
Retained as the Agency of Record in March 2019, we were tasked with bringing to life the Edley’s story across all channels. NHG provides brand development and strategy, content creation, social media, paid digital and traditional media, merchandise design/production, and PR.