Famous Dave’s requested a promotion to drive traffic and sales to combat a typical decrease in sales during the Lenten season. The creative objectives were to draw customers’ attention to the fish offerings on the menu and encourage return visits during Lent. The theme "You can teach a man to fish, but why? Famous Dave's has fish” created a relevant connection between the audience and the menu.
Working with the Driven Group team, I designed an oversized attention-grabbing catfish to insert into the main menu by attaching simply with an almost invisible die-cut gill. I created custom hand lettering and distressed illustration to reflect the handcrafted quality of the entrees. The menu layout features the entree descriptions along side mouth-watering photography to encourage orders.