Stuckey's, a cherished icon of American roadside culture, recognized the need for a brand revitalization to capture the interest of younger audiences while honoring its rich history. As part of the revitalization effort led by CEO Stephanie Stuckey, I was tasked with overhauling their social media presence and enhancing physical branding elements to reconnect with both loyal patrons and new customers.
The core of my strategy involved creating a dynamic social media plan for Stephanie that focused on sharing behind-the-scenes content, family history, and nostalgic memories of Stuckey's. To facilitate this, I developed a set of physical content cards that Stephanie could easily use while traveling, ensuring a steady stream of engaging content. Additionally, I transformed customer feedback into visual collages, amplifying their voices and reinforcing the community-centric nature of the brand.
Physical branding also received a fresh update; from truck wraps that featured a fun and educational word cloud about Stuckey's history to festive staff t-shirts designed to boost morale and create a unified brand experience during the holiday season. Each truck also displayed a QR code, guiding observers to Stuckey’s online store, further bridging the gap between physical and digital interactions.
A particularly unique element of our campaign was the creation and promotion of a pecan emoji, celebrating Stuckey’s signature product. This initiative not only engaged a broad audience but also placed Stuckey's at the forefront of cultural conversations, awaiting approval from Unicode to make the pecan emoji a new digital symbol.
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