Fortnight Collective launches company’s new brand positioning
Boulder-based brand marketing accelerator Fortnight Collective has worked with fast-casual restaurant Noodles & Company to create Noodles’ most expansive national brand campaign. The initiative will kick off the company’s new brand positioning “Uncommon Goodness,” a phrase that sums up its reputation for culinary innovation, fresh made-to-order dishes, extraordinary team-member benefits, rewards offers, unique guest experiences and positive impact on communities. The work runs through the end of the year.
To help show what “Uncommon Goodness” is all about, the creative tells the story from the perspective of “Noodles’ Biggest Fan,” an uncommonly delightful, loveable and quirky guest who embodies the brand’s uniqueness. He loves the restaurant so much that he never wants to leave. Videos and social content convey how the great variety, freshness, convenience, and good people are a bit uncommon in the fast-casual category—and the rest of the world—and it’s this kind of goodness that Noodles wants to share.
“This new ‘Uncommon Goodness’ platform is a simple articulation of the indescribable feeling our fans get at Noodles & Company,” said Stacey Pool, CMO at Noodles & Company. “The ‘Noodles’ Biggest Fan’ character is an homage to the great customers and fans we love to serve every day. We hope the spirit of the campaign communicates this emotional connection to the Noodles brand beyond the rational, functional needs that our menu and our team members already deliver.”
“Noodles’ Biggest Fan” will run nationally on CTV and digital media, including Facebook and Instagram. The campaign will spread across OOH (with focus on Denver and Chicago), digital, audio, and gaming via an integration with video-game network Anzu. The executions consist of two :30s, three :15s, four :06s, and nine OOH placements.
As part of the launch, Noodles & Company chose AOR Fortnight Collective to help refresh its brand identity. While core elements like logos and colors remain intact, photography, fonts, logo usage, and the overall visual look and feel have been modernized.
Also new: an exclusive offer for Noodles Rewards Members. They will be the first to try the new low-carb, high-protein pasta, LEANguini.
Hungry Man co-founder Hank Perlman directed the “Noodles’ Biggest Fan” work. Consistently voted one of the top commercial production companies globally since its 1997 inception and nominated for multiple Academy Awards, Hungry Man represents 30 directors, including co-founders Perlman and Bryan Buckley, and has offices in New York, Los Angeles, London, and Rio.
CLIENT: Noodles & Co.
CMO: Stacey Pool
VP OF GUEST ENGAGEMENT: Andrew Hagan
DIRECTOR OF INTEGRATED MARKETING: Stacy Moss
DIRECTOR OF INTEGRATED MARKETING & CREATIVE SERVICES: Jess Hanner
CREATIVE SERVICES MANAGER: Emily Sheridan
NOODLES & CO. GRAPHIC DESIGNER: Tori Hutchins
AGENCY: Fortnight Collective
CCO: Adam Chasnow
CD(S): Matt Kubis, Mona Hasan
COPYWRITER(S): Jeff Greenspan, Steve Maloy
EXECUTIVE INTEGRATED PRODUCER: Jamie Slade
PRESIDENT: Devin Reiter
BRAND DIRECTOR: Jen Kubis
SENIOR BRAND MANAGER: Tucker Kavanaugh
PRODUCTION COMPANY: Hungryman Productions
DIRECTOR: Hank Perlman
EXECUTIVE PRODUCER (PRODUCTION COMPANY): Caleb Dewart
LINE PRODUCER: Josh Goldstein
POST PRODUCTION: The Now Corp
EDITORIAL COMPANY: The Now Corp
EDITOR: Jesse Reisner
MUSIC COMPANY: JSM Music
CEO/CCO/CO-COMPOSER: Joel Simon
VP/EXECUTIVE PRODUCER: Jeff Fiorello
SENIOR PRODUCER: Norm Felker
SENIOR PRODUCER: Andrew Manning
PRODUCER: Sharon Cha
CO-COMPOSER: Becca Riter
SOUND DESIGN COMPANY: Soundscape, Boulder
SOUND DESIGNER: Mathew Polis
ANIMATION: Matt Kubis
COLOR: The Mill
COLORIST: Ashley Woods