Frankie & Benny's (Welcome Back to Frankie’s)
Best New/Improved Visual Identity
Frankie & Benny’s came highly commended by the judges, specifically for going back to their roots and delivering effective internal communications across the large estate. The brand has over the last couple of years seen several strategic changes, creating inconsistency and confusion amongst customers and teams. The Frankie & Benny’s team pulled on the brand’s heritage to take advantage of their Italian American roots whilst updating the look & feel to reflect a more approachable and energetic brand personality. The project saw great results, with brand affinity increasing by 5.3% to a 12-month high, rejectors dropping by 2.2% and consideration rising 2.9%.