QSR Campaign | Concept, Copy + Strategy
 

Hopdoddy is a craft-focused QSR known for bold burgers, cold beer, and Austin-born roots. But in a category dominated by deals and drive-thrus, we saw a chance to lead with culture, not just cost.

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Insight: In Austin, music isn’t just background noise, it’s identity. So we launched Tuned In, a campaign that turned Hopdoddy into a platform for emerging local artists and the fans who support them.

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We invited guests to discover and vote for their favorite bands via a custom microsite, curated Spotify playlists, and in-store touchpoints. Proceeds from limited-edition menu items went directly to grant funding for the winning artists—turning every bite into something bigger.
 

Results:

• 524 band submissions

• 3,805 playlist listens

• 842 fan votes

• 6 artists received career-changing grants (up to $10K each)

• 1 Addy Award for creative excellence
   

Tuned In redefined what value means in QSR—less about discounts, more about meaningful connection. We didn’t just make noise. We made impact.