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.
INFLUENCERS
SOCIAL MEDIA
DIGITAL ADS
The
Brand
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.
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.
We needed to find 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.
👇 SKIP TO THE RESULTS 👇
Our
Approach
Bill Gray’s didn't need to become a different brand. They needed to tell their story differently.
By combining 📱social-first content , 😎 influencer partnerships, and 📣 targeted digital advertising, we helped introduce an established Rochester brand to a new generation of customers.
Today, 18–35 year olds are Bill Gray’s highest-engaged demographic on social media.
A brand that once struggled to reach younger audiences is now creating content specifically built for them and getting their attention.
The
Strategy
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.
6,907
6
35
162
18
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.
51.4K
44
578
2,005
38
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, turning great content into greater reach.
The Results
🧑🧑🧒
18-35
The highest engaged demographic
🚀
159%
Increase in
Instagram reach
👍🏻
237%
Increase in Instagram Interactions
Making a legacy brand feel relevant today.
Great brands don't always have to reinvent themselves. Sometimes, they just need to change the way they tell their story.