Sleek Machine awarded global brand AOR for B.GOOD restaurants

Agency to help pioneering farm-to-table fast casual restaurant with brand relaunch and expansion.

After a competitive agency review, B.GOOD, an international and mission-driven fast casual restaurant chain, has hired Sleek Machine to help create and unveil its new “FOOD WITH ROOTS” brand campaign across the US and further spark conversation with about the important relationship between clean food and social impact.

“FOOD WITH ROOTS” will roll out in key markets through targeted digital advertising, point of sale branding, refreshed designs across stores and packaging and a public awareness campaign. Founded in 2003, B.GOOD has an established mission to spread the transformative power of good food to create positive social impact in communities around the world.

“As our company and brand dynamically expands, evolves and takes new shape across the US, Canada and throughout Europe, we needed a partner with not only the same entrepreneurial spirit and drive as our B.GOOD family, but with a high level of strategic integrity, creative flexibility and plain and simple “get it done” attitude to help us fuel our mission.” said Head of Global Brand, Simon Joseph. “We were impressed with Sleek Machine’s history in the category, passion and ability to beautifully capture the essence of “FOOD WITH ROOTS”.

“We are thrilled to be collaborating with B.GOOD,” stated Tim Cawley, Sleek Machine Co-Founder & Chief Creative Officer. “As a creative platform, FOOD WITH ROOTS is as juicy as a big ‘ol B.GOOD cheeseburger: You can tell stories of the farmers who sustainably grow the ingredients. Or the diverse, delicious menu items. And all the close connections B.GOOD has to the communities they serve. We’re honored B.GOOD chose Sleek Machine to spread their message, in this first-ever major brand campaign.”

In conjunction with the brand campaign, Sleek Machine is developing brand, local store and franchise promotions, social media, in-store design and franchise development campaigns.

Watch the anthem spot for FOOD WITH ROOTS below, and view the first roll out of work here.