Lion's Choice //
Lion's Choice //
Bringing the Bite Back
A killer new brand for a St. Louis staple
ECD: Lynn Ullman
CD, Art: Christian Lindsey
ACD, Copy: 👋
Lion’s Choice has been serving up the freshest roast beef sandwiches in St. Louis since the ‘60s. But in a rapidly changing category and declining awareness among younger audiences, the brand had lost its bite.
Brand Platform
We created a new brand platform for Lion’s Choice, one built on quality and delivered with attitude.
At its heart was a new tagline: Killer Beef Sandwiches. For years, when people saw Lion’s Choice, they asked two questions: what does the name mean and what do they serve?
Our tagline answers both with an in-your-face confidence that could only come from the king of the jungle.
TV + Radio
Lion’s Choice is as real as it gets. Real beef. Slow-roasted in house. Shredded thin and piled high. Put it all together and you get a sandwich that’s not just good — it’s killer. We used this spot to reintroduce the Lion’s Choice brand and remind fans: they’re not dealing with no kitty cats.
The Remix
Naming
The original roast beef sandwich from Lion’s Choice was a staple: slow-roasted beef, shaved thin and piled high on a bun. A great sandwich, sure, but maybe not everyone’s choice.
Lion’s Choice wanted to make a big play on customization — they are the Lion’s Choice, after all — and they had just the sandwich to do it. It just needed a name.
The sandwich was that killer roast beef, swiss cheese and garlic aioli served on Texas Toast. In many ways, it was the exact opposite of the original. A new spin on an old favorite. A Remix. Bingo.
TV + Radio
Creatively, we liked to think of The Remix as a reboot. All due respect to the OG sandwich, The Remix needed to come in with some swagger — get people to rethink their go-to sandwich. That’s where our TV and radio spots came in.