7 Franchise Marketing Campaigns That Changed the Game

Franchises have long been at the forefront of innovative marketing. From fast food to beauty services, ad campaigns created by franchises have impacted entire industries. Here are seven innovative franchise marketing campaigns that made a big impact on consumer behavior, culture at large and the bottom line.

McDonald's "I'm Lovin' It" Campaign

This franchise marketing success story launched in 2003, marking a turning point for McDonald's during a period of declining brand relevance, former Global Chief Marketing Officer Larry Light wrote in an op-ed for Branding Strategy Insider. 

The catchy slogan and modern approach helped reverse sales trends, significantly raising stock prices from $13 to around $175 over the years. And the fast-food juggernaut is still using the slogan today, more than 20 years later.

Burger King's Evolving Campaigns

Starting with the iconic "Have It Your Way" slogan in the 1970s and evolving to the 2022 "Reclaim the Flame," Burger King’s advertising campaigns have continually redefined the brand. The $400 million “Reclaim the Flame” initiative marked a 30% increase in media buys but had a near-immediate impact to the bottom line. Burger King saw 5% growth in same-store sales and a 12% increase system-wide in the first quarter of its launch, according to a MarketingWeek report.

Subway’s Subway Series

Inspired by professional sports team drafts, this campaign featured famous athletes such as Charles Barkley, Simone Biles, Derek Jeter and Stephen Curry breaking down sandwich “stats” and “in-depth crave analysis.” During the eight-week launch of the campaign, there was a 7.4% increase in same-store sales compared to the same period for its 2021 “Eat Fresh Refresh” campaign, according to Nation’s Restaurant News.

7-Eleven's "Take it to Eleven" Campaign

This integrated campaign aimed to bring back lost customers and revitalize 7-Eleven's relevance. It showcased diverse stories, working with “Spring Breakers” director Harmony Korine for a significant TV push, featuring varied themes such as Japanese rockabilly and all-female low-riders.

This campaign spurred a projected 52 million incremental trips for 2021. It led to a 76% increase in overall purchase consideration and an 83% increase in consideration of 7Rewards, the retailer’s awards program, according to its marketing firm. Consumer testing showed a 94% positive campaign sentiment, highlighting the effectiveness of its diverse storytelling approach.

Panera’s Unlimited Sip Club

Initially launched in 2020 as a coffee subscription, Panera expanded its beverage subscription in 2022 to include all self-serve drinks in the Unlimited Sip Club for $11.99 per month (or $119.99 annually). Members can enjoy unlimited hot and iced coffee, tea, lemonade, fountain drinks, and Charged Lemonades every two hours with unlimited in-store refills.

The launch of Unlimited Sip Club attracted significant attention, with more than half of its members being new to Panera's MyPanera loyalty program, the company’s chief brand and concept officer told Pyments. New customers often spend more money than returning restaurant patrons, according to the publication.

European Wax Center's #AxThePinkTax

This 2018 campaign aimed to raise awareness about the "Pink Tax" — the extra cost charged for women's products. The campaign, symbolized by "Pink Brows," reached over 70 million impressions and saw a 1,400% increase in social media conversations, effectively raising awareness and challenging unfair pricing practices.

Taco Bell’s Breakfast Quesadilla Campaign

To promote their new breakfast quesadilla, Taco Bell used influencer marketing to create engaging visuals in 2017. The campaign reached over 1 million new consumers and earned an impressive average engagement rate of 4.8%. It shows the potential power of influencer marketing in franchising.

These innovative franchise advertising campaigns exemplify how franchises can effectively use creativity and strategic marketing to connect with their audience, drive sales and build brand loyalty. From addressing social issues to revolutionizing breakfast routines, each campaign had its own distinct flair, showcasing the power of innovative marketing in the franchise world.

Are you a franchise owner interested in upping your marketing game? 1851 and our parent company, Mainland*, can help! Reach out to us today and let's start a new journey together.