Young & Laramore

Run, Tofu, Run

This storied “steak” burger and milk shake chain partnered with Y&L when they had just over a hundred restaurants. For eighteen years Y&L provided every marketing service possible, and company leaders (by their own account) relied heavily on the work to help them grow past five hundred restaurants.

One element of the Steak ’n Shake campaign consistent across all media was to be competitive, but to “pick a fight we can win.” In addition to frozen burgers, milk shakes squirted out of a machine, lack of service and other advantages, we discovered Steak ’n Shake could also win against wimpy health foods.


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website