Project

ONLINE COMMUNICATION STRATEGY FOR “TOSTER BAR”

Client

TOSTER BAR NOVI SAD

Brief

TOSTER BAR is the first and largest local street food brand in the city. In the middle of 2020, in the midst of the pandemic, the favorite burgers of the people of Novi Sad moved to a new address. The newly opened restaurant was a kind of challenge because, in addition to the new location, Toster Bar also underwent a visual rebranding.

Our task was to develop a communication strategy that would lay solid foundations, define directions and present Toster to a new audience, in ways and tactics that would not lose its old team of foodies. The challenge was to harmonize all these new elements into a unique strategy that would simultaneously utilize the potential of the new space, while not neglecting the old location, which still remained relevant.

Solution

We started from a detailed analysis and, in cooperation with the client, set goals, defined the target audience and agreed on a strategic approach. Toster is more than a burger – it’s a place where you eat well and joke loudly, a meeting place of different people who are hungry for gourmet food, homely atmosphere, quality, knowledge about burger culture.

We have defined the tone and style of communication, together with the key messages we want to convey, and we have adapted the authentic tone of communication by which Toster is recognizable to different target groups.

After that, we selected the appropriate communication channels and recommended the types of content that would be placed on them. In practice, this meant not only the presentation of the new location and the promotion of the burger, but also the presentation of another alternative offer, as well as the clear communication of key messages with which we convey the brand’s philosophy, but also educate the target group about street food culture.

Bearing in mind the set goals, a new website was created, on which details regarding the business were communicated in a new way, aligned with the strategy both in terms of communication, visual and technical.

During this process, we gathered all the visual elements that Toster used until then, made a selection and sublimated them into one refined and clear visual direction, with the aim of achieving harmonized visual communication on all channels, whether it is offline or online communication.

Result

As a result of implementing the new strategy, we have provided users with a fully harmonized brand experience, starting from the moment they visit the website or first notice a post on social networks through the visit to the Toster and the menu that awaits them on the table. That’s why, once you hear about the Toster, you certainly won’t forget it. 😉

If you have any doubts about your business’s strategic direction or you are not sure what kind of strategy you need, feel free to contact us. We are sure that together, we will find a solution.