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Dick's Drive-In Restaurants faced a significant communications challenge: how to meaningfully announce their partnership with Royal Family Farms in a way that would resonate with today's increasingly conscious consumers. The campaign focused on social media storytelling that emphasized authentic relationship-building between these two beloved local institutions. The creative cornerstone was a charming content series featuring Royal Family Farms Owner Austin Allred and Dick's Drive-In President Jasmine Donovan engaging in a playful knowledge exchange, visually demonstrating their shared commitment to hands-on quality and craftsmanship.
Modern diners demand both quick-service convenience and transparent food sourcing. While fast food has prioritized speed, evolving consumer expectations require brands to communicate authenticity and quality. Dick's Drive-In needed to differentiate their partnership with Royal Family Farms by showcasing genuine alignment between two family-owned businesses. We needed to create engaging content to cut through digital noise and transform a procurement decision into a compelling story about shared values and commitment to quality, strengthening loyalty and attracting new advocates.
The campaign solved the brief by transforming a simple supply chain announcement into a compelling narrative about shared values. Dick's Drive-In Restaurants partnered with Royal Family Farms, emphasizing authentic relationship-building through social media storytelling. The campaign featured a content series with Royal Family Farms Owner Austin Allred and Dick's Drive-In President Jasmine Donovan, showcasing their shared commitment to quality and craftsmanship. The top three results were: 574,000 engagements with a 45% engagement rate, 492,000 unique users reached with over 1.27 million impressions, and 200,000 complete video views demonstrating strong audience retention.
Dick's Drive-In is an iconic Puget Sound classic that has been serving up delicious burgers, fries, and shakes since 1954
