Greene Turtle

Challenge

In an extremely cluttered marketplace and with competitors possessing enormous ad budgets, The Greene Turtle restaurant chain was struggling to stand out and increase sales.

KEY INSIGHT

We knew The Greene Turtle wasn’t in a position to outspend its competition, so we decided to outsmart them by creating a campaign that looked nothing like its competitors.

SOLUTION

MGH implemented an integrated strategy focused on cost efficient media, including radio and outdoor, strong digital marketing and social media advertising, and a re-booted brand identity.

We ditched the bland, omni-present shots of happy servers and look-alike food. Instead, we created a fun-loving campaign that embraced the growing restaurant’s true “character.” The “Turtle Speaks” ad campaign built the restaurant’s personality by making the “Greene Turtle” the restaurant’s spokes-reptile.

MGH helped the Greene Turtle:

  • Immediately increase all store sales more than 7 percent
  • Increase corporate-owned store sales by 11.3 percent
  • Open new restaurants throughout the country at a record pace

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