Current partner
Jerrell's Betr Brgr — SoHo, NYC
This is an active engagement, not a finished result. Here's the thinking so far.
The situation
Jerrell's Betr Brgr makes a plant-based burger in one of the most competitive burger markets in the world. Like most plant-based spots, it was being marketed as a vegan restaurant — which meant it was competing for a small, already-loyal audience, against every other vegan restaurant in the city, for a shrinking slice of attention.
What our research found
The real opportunity wasn't to market harder to vegans — it was to stop competing in that category entirely. We reframed the strategy around one idea:
That single shift changes who the content is for, what it says, and what it proves — the plant-based part becomes a reveal, not the headline.
The launch angles
A few of the angles that came out of the strategy work:
It's Not the Patty, It's the Cook
The patty is the same one half of NYC uses. The difference is what a real cook does to it — a truth so honest it disarms the skeptic instantly.
The Cross-Section
Cut it open, no explanation yet — just the seared, diner-style crust. The craving lands before anyone finds out it's plant-based.
The Burger a Meat-Eater Orders on Purpose
Not the guilt-free option — the better one. Reframes the choice as an upgrade, not a compromise.
This partnership is in progress. As content goes live and results come in, we'll add real performance numbers here — not projections, actual results.