BRAND100%
Premium quality
WHAT THE BRAND SAYS
PREMIUM
QUALITY
SIGNAL RETAINED9%91% disappeared before the campaign began.
SEARCH43%
Burgers, fries, locations
AI ANSWERS18%
Fast casual, customizable, expensive
RECOMMENDATION9%
Good burger option
JUDGMENT
The campaign cannot communicate what the surfaces have already deleted.
Five Guys may make a premium-quality product. But when search, AI answers and recommendation surfaces reduce the brand to category shorthand, media has to buy back meaning that should already be visible.
NEXT MOVE
Build the proof object before the campaign.
DO NOT SAYPREMIUM QUALITYMAKE IT VISIBLEINGREDIENTS / PROCESS / ABUNDANCE / FRESHNESS
Signal Distortion asks one question: