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reunited Kingdom
wimpy | PR+OOH | rebranding
The United Kingdom and the retro burger chain Wimpy go way back. As one of the first, and only, dine-in fast food restaurants, each Wimpy venue absorbed the unique culture surrounding it, becoming a safe space where people of all ages and backgrounds could connect. The British culture is big on tribalism; from sports teams to the way you pronounce 'scone'. But in the light of recent events, these culture tribes have become very divisive. In order for this classic, beloved, iconic brand to make a comeback, it had to remind Great Britain that it's the diversity of its tribes that make it 'great'. Just like a burger, depending on a variety of different toppings in order to be delicious, Wimpy will become the buns that hold the kingdom together, reuniting it.
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