REIGNITING A
CANADIAN ICON
MONTANA'S BBQ & BAR
01
THE BUSINESS SITUATION
After twenty-five years, Montana's faced a challenge common to many iconic brands. It had accumulated equity, awareness and loyal customers, but its positioning had become diluted over time. The opportunity wasn't to modernize for the sake of modernizing. It was to rediscover what made Montana's worth choosing in the first place and create a stronger foundation for future growth.
02
FIND WHAT'S TRUE
People don't love barbecue because of the food alone. They love what barbecue represents: It is the backyard. The smoke. The music. Friends staying longer than planned.Fire, flavour and stories shared around a grill. Barbecue isn't a menu category. It's a culture.
03
IMAGINE WHAT COULD BE
What if Montana's didn't simply sell barbecue? What if it became Canada's home for barbecue culture? We imagined a brand where everything from the language and photography to the restaurant experience, advertising and television felt like an extension of the backyard barbecue people already loved. Not a restaurant.A state of mind.
04
MAKE IT REAL
We repositioned Montana's around barbecue culture and built the system to bring that idea to life. A new strategic platform, refreshed visual identity,
Brand guidelines, Integrated campaign platform, photography, digital, restaurant communications, and three television commercials produced for the NFL Playoffs. All delivered on aggressive timelines and budgets without compromising creative ambition.
THE LEAD SPOT
BARBECUE ISN'T SOMETHING YOU EAT.
It's something you feel. A simple insight became the foundation for an entirely new chapter of one of Canada's most recognizable restaurant brands.
TV PROMOTIONAL
AYCE RIBS
All you can eat ribs is a Montana's staple, and during playoff season these fall-off-the-bone ribs are the perfect way to gather with friends to celebrate the game and enjoy real BBQ.