Max Hamburgers
The Green Menu
Role
PR Specialist, JMW Communications
Brief
The mission was to launch Max's new green burger menu. Business goals: 5% of customers were to choose a vegetarian burger during the launch, and a 0.3% increase in sales growth. Communication goals: 20 press clippings and 4 million in earned reach.
Results
The result was a sales growth of 6.2% (+1967% outcome vs goal), and the market share made a bigger leap during the launch than the total increase over the past five years. 90 press clippings with an earned reach of over 20 million.
