Campaign / Advertising / Digital

TownHall Beef Tallow Rollout

An omnichannel rollout introducing beef tallow across in-store, digital and community channels.

Client: TownHall
Industry: Hospitality
Role: Creative direction and design
Services: Creative direction, Omnichannel campaign, Social content, Email marketing, In-store collateral

The problem

TownHall was changing a core ingredient across the menu. Announced flatly, a change like that reads as a cost decision. It had to read as a values decision guests could understand.

Background

TownHall already leads with seed-oil-free, organic and non-GMO values. Introducing beef tallow across the menu needed a rollout that explained the change rather than simply announcing it.

Campaign goals: differentiate TownHall through authenticity and transparency, educate guests on why the ingredient matters, and drive engagement across in-store, online and community channels.

Objectives

01
Differentiate TownHall on authenticity and transparency
02
Educate guests on why the ingredient change matters
03
Drive engagement across in-store, digital and community channels

Audience: Existing TownHall guests plus the health-conscious audience the brand's seed-oil-free positioning already attracts.

Process

Planning, strategy, execution.

01Planning
Anchoring to the brand that already existed
Planning began with TownHall's established real ingredients, real integrity position — the rollout had to extend it, not compete with it.
- Audited the existing positioning and the channels already in use
- Framed the objective as education first, promotion second
- Set an omnichannel scope covering email, social, in-store and community
02Strategy
Real food deserves real fat
The platform line reframed tallow as a restoration rather than an addition, giving every channel a single argument to carry.
- One message, channel-appropriate expression — no copy-paste creative
- Education sequenced ahead of promotion so the change was understood before it was sold
- Mapped an omnichannel framework assigning role and cadence per channel
03Execution
Rolled out where guests actually are
Execution delivered the framework as a working campaign: in-store touchpoints for the dining moment, digital for reach, community for advocacy.
- In-store collateral placed at decision points
- Social content carrying the education narrative
- Email supporting the launch to the existing list
- Community activation extending the message beyond owned channels

Creative approach

The platform line — real food deserves real fat — framed tallow as a restoration rather than an addition, tying the ingredient back to the brand's existing real ingredients, real integrity positioning.

The rollout was structured as an omnichannel marketing framework so email, social, in-store and community activations each carried the same message with channel-appropriate creative.

The work