Long before the founding fathers of social media were even glimmers in their parents’ eyes, Shakey’s Pizza was the go-to gathering spot for family and friends to publicly share good times and great moments. Over the decades, the brand’s relevance waned, and this American cultural icon risked fading into oblivion. In 2001, BIG was retained to both stop the bleeding by bolstering sales throughout corporate and franchise stores, as well as resuscitate Shakey’s image and restore relevance to the tired brand.
For more than seven decades since the brand’s inception, technology has radically changed dining and entertainment habits. But what hasn’t changed, is the human desire to convene, connect and share with community. Particularly over something as fun and familiar as pizza and beer, Shakey’s original menu offering. BIG created a fully integrated brand overhaul designed to leverage the multi-generational nostalgic love for Shakey’s along with its pop-cultural status (referenced in everything from Ferris Bueller’s Day Off and South Park to the Tonight Show), and re-imagine the experience through 21st century lens. This authentic brand expression both honors the past and embraces the future to propel the Shakey’s legacy of food, family and fun for generations to come.