We helped a flagging cult brand regain its mojo by getting back to showing its true stripes.

TGI Fridays' Bold Space

Come as you are

BACKGROUND

Historically, TGI Fridays empowered people to celebrate and have fun, feel accepted and liberated, but in recent years the famous brand had lost its way. Sales were down and perception was of a tired and dated offering. We needed to reinvigorate the cultural relevancy of TGI Fridays, reposition and rebuild the brand.

HOW WE GOT THERE

We went back to TGI Fridays’ roots to redefine ’That Fridays Feeling’ for the modern day. Our positioning ‘Come as you are’ leant into TGI Fridays being a space where everyone can feel their true selves. We helped the brand rekindle the feeling of being a champion of true individuality, a place to let go, where whoever you are, whatever you need a release from, wherever you’re coming from or going to, you’re always welcome at TGI Fridays.

 

REBRAND | BRAND GUIDELINES | PR | SOCIAL CONTENT | WEBSITE | ANALYTICS I CONSUMER I CORPORATE

GETTING THAT FRIDAYS FEELING BACK

The brand identity needed a significant refresh, particularly to support the decision to go back from Fridays to TGI Fridays. We developed an identity inspired by the global visual system, but with its own unique flair for the UK audience in 2023 and beyond.

SHOW YOUR STRIPES

We relaunched the brand with a campaign under a new creative platform ‘Show Your Stripes’ that leveraged the brand’s distinctive assets and associations as well as its purpose in our audience’s lives. We ran a digital paid campaign across the UK.

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TRUE LOVE

We brought together ex-Love Island contestants and a lie detector, as a way to demonstrate how much better it is when you show your stripes on your first date.

FEATURED IN

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BEHIND WOMEN’S FOOTBALL

We put male naysaying of women’s football where it belongs, with a challenge that let female footballers show their true stripes.

FEATURED IN

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RESULTS

Video views

75k

Pieces of media coverage

200+

Social media impressions

1.3m

It’s been an absolute pleasure working with you and the incredibly talented team at Boldspace. I value your strategic thinking and commitment to rebuilding the brand with us. I am so proud of the work we have done together.

Rhiannon Scarlett
Chief Marketing Officer