Calhoun’s BBQ Fresh Identity, Local Favorite

Known for its award-winning barbecue and comfort food served with southern hospitality, Calhoun’s is an iconic East Tennessee restaurant brand with 9 locations across Knoxville, Gatlinburg, Maryville, and surrounding areas. After working with multiple vendors over the years, Calhoun’s needed one comprehensive partner who could provide updated visual branding with full-service marketing and sales guidance.

The Brief

As a result of working with multiple vendors, the Calhoun’s team didn’t fully own all of their outsourced assets. When they came to us, they needed a fresh visual identity with cohesive collateral. What’s more, they wanted a partner to grow with and challenge them, holding them accountable and regularly bringing new ideas to the table.

After working with other brands under The Copper Cellar Family of Restaurants on numerous projects, Asen’s partnership with Calhoun’s was a natural fit. Our team developed and implemented a comprehensive marketing strategy and a mini brand "refresh" to modernize key elements while retaining high awareness and equity in Calhoun’s key markets.

Before

After

The Solution

Initially, our new strategy focused on developing visual and media assets to refresh the Calhoun’s brand. In addition to custom food and drink photography, Asen provided lifestyle photos showcasing guests, the team, and the restaurant atmosphere. The goal was to define the Calhoun’s brand story, while also promoting the wider Copper Cellar Family of Restaurants.

Our strategy has since extended into projects like website design, video production, TV and radio marketing, print ads, billboards, signage, and email marketing, which sees a higher than average open rate. We’ve also implemented a variety of digital marketing campaigns with highly-targeted goals based on the brand’s needs at the time, with results including more online orders, increased gift card sales, and higher awareness.

Over the years, Asen has continued to deliver for this brand and its parent company as a full-service, creative agency partner focused on strategy. Working with us means Calhoun’s doesn’t have to juggle as many vendors, which helps to save their team time, promote brand consistency, and make their marketing budget even more cost-effective.

Moving forward, we’re honored to continue partnering with Calhoun’s on their ongoing marketing plan, so they can maintain high awareness in their key markets and reach new (hungry) customers every day.

“Asen is always so easy to work with. They always come through with what we need.”

— Kelsey Headrick, Copper Cellar Family of Restaurants