Restaurant Chain Asks Customers to Punk Competitors On Facebook And Instagram

In a new marketing campaign, health-conscious restaurant chain Muscle Maker Grill, with help from Pittsburgh-based agency Brunner, is sending its clientele “Behind Enemy Lines.” It’s asking its customers to head over to any of its competitors’ fast food restaurants and engage in a little Facebook/Instagram foolery.

Through July 28, Muscle Maker Grill fans, which the brand refers to as “Warriors,” are asked to be seen, and photographed, making the three-finger “Warrior W” at some less-healthy chain eatery. Those who do and post the image to Facebook or Instagram with the hashtag #mmgwarrior will have a chance at gift cards up to $500 along with swag.

The “Behind Enemy Lines” campaign aims to build and reward customer loyalty, as well as to dramatize Muscle Maker Grill’s claim that other, competing quick serve restaurant meals are “empty” and leave you “sluggish.” The marketing strategy is based on anecdotal research and weekly meal plan sales, both of which indicate a high repeat rate among those who have tried Muscle Maker Grill’s food.

The sweepstakes is at facebook.com/MuscleMakerGrill. Daily and weekly prizes include Muscle Maker Grill gift cards and t-shirts. Grand prize is a $350 Dick’s Sporting Goods gift card plus a $150 Muscle Maker Grill card.

Campaign support comes via paid Facebook Timeline advertising, geo- and behavior-targeted to reach a mixed male/female audience, 18 – 34, with anywhere from casual to serious fitness interests. Additionally, there are 22” x 28” in-store posters, headlined “Mark Your Territory,” and “Muscle Maker Grill Warriors” t-shirts.

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Steve Hall

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