Our Work: Ken's
Talk about humble beginnings. Ken's Salad Dressing started in a little steak house on Route 9 where Ken and a frequent diner, Frank Crowley, decided to try bottling the house salad dressing. Sixty-plus years later, the business has grown into one of the largest privately held companies, selling Ken's Steak House Dressings, Sweet Baby Ray's Barbecue Sauce, and a variety of food service products to many of the largest restaurant chains.
Recently, Ken's came to MMB to jump-start its West Coast sales. Recognizing Ken's has little awareness out west, the first campaign ("Heritage") focused on its special history—a steak house that was more famous for its salads. After just three months of ad support, top-of-mind awareness and brand attribute ratings soared, along with market share. Phase 2 involved seizing a category leadership platform—Those Who Love Salads Love Ken's. And who better to represent true salad lovers than a cute but cunning and slightly devious band of fluffy white rabbits? Appropriately, sales are hopping upward.
Check out full campaign here - http://www.youtube.com/KensDressing