Problem How can Benedict’s Restaurant build awareness, particu- larly ahead of the opening of a third location? Solution By tempting locals to visit with creative of tasty images of food. Background Benedict’s Restaurants had two locations that they were promoting on two permanent billboards. In addition to the two estab- lished restaurants, they were in the process of opening a third Benedict’s and wanted to create awareness about the new loca- tion. In a competitive dining market, increasing their brand awareness was extremely important. Objective The main objective was to establish brand awareness and gain additional exposure for Benedict’s Restaurants, particularly the latest location that was scheduled to open. Strategy The strategy was to put up a billboard showcasing a vi

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