American Burger Company

When a small local chain burger shop came to us with big ambitions, I put on my big boy eating pants and got to work. New branding, a fresh tagline, an iconic mascot costume, and a Major League Eating event later, ABC was on the restaurant map.

American Burger Company made their first venture into mass media by buying spots on ESPN radio. In between sports news, we gave listeners some slightly different sports news. It’s burgers for your ears.

MAJOR LEAGUE EATING ROADSTAR CHALLENGE

When you have a four-patty cheeseburger on the menu, it would be a shame not to put it to good use. We partnered with Major League Eating to put on the ultimate Roadstar Challenge, pitting 8 professional eaters against each other on a 99-degree day in July. Joey Chestnut won, crushing four of those bad boys in 4:36. Life is beautiful.

Did you know that the majority of mascot costumes in North America are produced by companies in a small town outside of Toronto? I sure didn’t, but that was a fun fact to learn when we created Roadie the Roadstar, who became a local celebrity.

Roadie became a presence at Minor League Baseball games, while ABC was sponsoring.