Hard Rock Café came to us to help them reignite their brand relevance and reinforce their value offering through a new brand tagline and menu launch.
While originally rooted in challenging social norms through rock & roll subculture, the Hard Rock Café brand lost some of its relevance with the younger audience, as it seemed to no longer embody the counter-culture spirit that it once did. Hard Rock Café needed to use this new brand tagline and menu launch to re-establish its cultural credibility.
We started by looking back to the early 70s at Hard Rock’s heritage as a rebellious brand that delivered the spirit of rock with every visit. We combined gritty rock & roll style photography with a new brand tagline “Legends Only” written in a sprawling autograph style to evoke the decades of rock star memorabilia adorning their walls.
Then, knowing the full-service category has a constant stream of menu launches, we focused our creative attention on doing more than just another ad campaign. We quickly realized their new steak burger topped with a gold leaf would be the perfect item to lead the activation, so we helped name it The 24-Karat Gold Leaf Steakburger™, trademarked it and then brought it to life in a way only their “Legends Only” brand could.
We invented the world’s first electric guitar (patent pending) that could actually play music through the burger’s ingredients. Insert burger, plug cords into the burger, plug guitar into amp, and then rage. We didn’t stop there: We created an unedited face-melting burger solo, album art for a vinyl release, an Alexa skill, social videos and two of the actual burger-playing electric guitars were sent on a world tour across Hard Rock Café locations and press events.
The Golden Solo garnered international coverage and outpaced Hard Rock’s existing PR campaigns for their new menu. Views on the videos beat out all prior marketing videos and were second only to their celebrity and musician-based content.