SAXBYS

THE CHALLENGE

Strengthen brand loyalty and establish the brand as the go-to coffee house on the BU campus.

THE INSIGHT

Students prefer to support businesses built by the community to serve the community.

THE SOLUTION

We launched an OOH campaign featuring “For Terriers, By Terriers,” with BU icons like the CDS building, hockey, and student life, all paired with Saxbys’ food and drinks—to show Saxbys is more than just coffee.