News

Culver’s rolls out new TV campaign

August 2, 2011

Culver's continues to evolve its new "Welcome to Delicious" brand campaign with a new TV campaign promoting 100-percent, Midwest-raised, fresh, never-frozen beef.

Welcome to Delicious was first introduced in March to tout the company's Wisconsin heritage and simple food and service.

"Fresh beef, cooked to order, makes a better-tasting burger; pure and simple," said David Stidham, vice president of marketing for Culver's. "Our new commercial shows the care and quality that goes into a Culver's ButterBurger."

Stidham adds that the ButterBurger has been made the same way since 1984.

The new TV spot features Co-founder Craig Culver and his Midwest-based beef supplier discussing the art of making a great burger; the importance of the quality of the beef; how fresh beef is the centerpiece; and the technique to locking in the flavor and juices with a good sear on the grill.

Visual cues of "Welcome to Delicious" include a simplified script logo and Culver's "recipes" that offer a storied glimpse behind guest favorites and share what's special about each menu item.

Since the campaign launched, Culver's has experienced positive same-store sales nearly every week.

The first commercial debuted with a focus on real Wisconsin cheese showcased by a Wisconsin master cheese maker. A second spot in the campaign focused on Culver's fresh frozen custard featuring one of more than 100 family-owned Wisconsin dairy farms that provide fresh dairy to the chain on a daily basis.

The campaign will continue to run across television, radio, print advertising, in-restaurant signage, packaging, digital media and social media throughout 2011.

Check out the new "Welcome to Delicious" TV spot here.

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