How to lean on “greasy burgers” without making them off putting?

 

We developed the brand and messaging of a uniquely naughty burger chain. 

 

Situation: The restaurant clientele had plateau and was struggling to engage a wider audience 

 

Problem: The naughty word was only understood in its sexual context. 

 

Solution: Advertised the understanding of naughty as “ rule breaker, and freedom maker".