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?
Edley’s Bar-B-Que is an award-winning, family owned Nashville fixture with a reputation for serving the best BBQ around. With locations in Nashville, Lexington, and Chattanooga, Edley’s is a neighborhood gathering place that invites guests to be a part of their family the moment they walk through the door.
We repositioned Edley’s as “Nashville Style BBQ” (trademarked) and brought the new concept to life across all channels. Nashville Style salutes the vibe of the city where Edley’s Bar-B-Que began and is a confluence of traditions and cultures that transcend race, class, and college football affiliation.
NHG provided brand strategy/development, content creation, social media management, customer relations, paid digital and traditional media, merchandise design/production, and PR. In year one, we saw an 18% increase in social following, as well as 25% increase in web traffic. Revenue was up double digits.