Bill GRAY’S • CASE STUDY
Helping a Rochester Icon Reach a New Generation
Bill Gray’s has been a Rochester favorite for generations. Our job was to make sure the next generation felt the same way.
SOCIAL MEDIA
INFLUENCERS
DIGITAL ADS
The
Brand
The
Challenge
Bill Gray’s had an awareness problem with younger audiences.
Their existing customer base knew and loved the brand, but their social media audience skewed older. The challenge wasn’t changing what made Bill Gray’s great.
It was finding a way to make a legacy brand feel relevant to a new generation without losing the people who already loved it.
We needed to give younger customers a reason to stop scrolling, engage and see Bill Gray’s as their brand too.
The
Strategy
For more than 80 years, Bill Gray’s has been part of the fabric of the Rochester community. It’s a brand people know, recognize and grew up with.
But having decades of brand recognition doesn’t automatically mean you’re connecting with the next generation of customers.
We helped Bill Gray’s show up differently.
Instead of treating social media like another place to advertise burgers, we focused on creating content people actually wanted to watch, share and engage with.
That meant building a strategy around three things:
CONTENT THAT FEELS HUMAN
We traded overly polished, traditional brand content for social-first videos built around personality, humor, trends and the people behind Bill Gray’s.
PARTNER WITH INFLUENCERS
Rather than simply paying for exposure, we created collaborations that felt natural to both the creator and the Bill Gray’s brand.
ORGANIC SOCIAL FOR PAID ADS
When content connected organically, we put paid media behind it.
Strategic Meta campaigns allowed us to take our strongest creative and intentionally put it in front of younger audiences throughout the market, turning great content into greater reach.