Josh Terry

We are the
tastemakers

FOR

Umami Burger

SCOPE

Brand strategy, campaign strategy, copywriting, content creation, packaging, photography, environmental design, graphic design, 

WITH

Casamigos, SBE, Six Degrees LA

HEART

Umami was ground-beef-breaking. No one was doing “better burgers” at the time. Especially ones that were food-scienced from bun to bun and slung from a shack in mid-city Los Angeles. And people/I lost their shit over it. We lined up around the block for it. Umami is the reason you can find a quasi-creative handmade-? burger on almost any menu in North America (but please stop handmaking ketchup – Heinz has that handled). 

And that was the problem. In a few years, every grill had gotten behind besting the next, better burger. Umami went from headlines to no lines.

 

We brought them back by reigniting their Artist Series burgers, with a spicy plural-patty, cheese-and-chips, salsa-stack, conjured up by Cindy Crawford and Casamigos. Through that pairing and promo, we made it their best-selling burger of the series. That fueled the expansion of their L.A. flagship location. Helped bring them abroad to their first Tokyo brick-and-mortar. Then followed that up with a burger collab with Jaden Smith, making the first major chain-wide launch of the Impossible patty. From ground-beef-breaking to ground-beef-faking. Umami was back as the bestest better burger.