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Southern burger chain Krystal just launched a nostalgic new campaign that takes you down memory lane.
Made together with creative and production studio TigerLily, the latest initiative is marked by a 30-second mixed-media spot titled "Steamin' Since 1932."
The spot utilizes old photographs, commercials, and other materials from Krystal, blended with modern images from its loyal customers to create a cohesive history lesson on Krystal's humble beginnings.
The restaurant chain leverages the spot as a sweet reminder to burger lovers that it's "cool to be square" — a direct reference to its iconic square-shaped sliders.
Kaitlin Stoehr, Krystal's senior director of marketing, shares that the brand's history is a vital part of who they are, and the campaign "perfectly captures the timeless connection our customers have had with our iconic sliders for over 90 years."
“By blending nostalgic and modern moments, we’re celebrating the love and memories our customers have shared with Krystal across generations while reminding everyone our sliders are just as crave-worthy today," she elaborates.
TigerLily SVP Gina Fallon adds to this, saying it was important to express both the timeless and universal experiences people have had with Krystal.
By going back to its roots and retracing its humble beginnings, Krystal taps into nostalgia marketing to build emotional engagement with its customers, both old and new.
Past and Present
The 30-second spot kickstarts with news clips of Krystal from decades back, alongside snaps of their customers enjoying a hearty burger.
"Krystal fans know it's cool to be square. There's a mystique to the morsels that capture customers across the south," the narrator says, as we see glimpses of the restaurant's customers at present.
"It spans generations and defies expectations. A bite-sized right of passage, with a big taste for a small price," he continues.
Krystal's beloved square-shaped burgers steal the spotlight, as they appear on screen together with captivating and playful visual edits.
From modern images of the burgers, it quickly cuts to old footage of the burgers in the exact same framing, juxtaposing old and new.
The spot ends with the campaign's slogan: "Steamin' Since 1932"
Recently, Burger King together with BBH London launched a heartwarming campaign celebrating new moms.
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