The Boston Market rebranding campaign, “All Good,” kicked off back in June. If you're looking for signs of the rebranding on their menu it may be harder to see. The campaign stands up for the simple goodness of families and friends, connecting over real food, carefully prepared, affordable, and without compromise.
“‘All Good’ is about reminding people what sets Boston Market apart from our competitors: our food, our service, and our people. In other words, our promise to deliver an experience that is all good,” says Boston Market CEO George Michel, also known as The Big Chicken. “We’re dialing up our brand so we aren’t overlooked in the rush to respond to the siren song of fast food.”
Part of the Boston Market rebranding includes teaming up with The Family Dinner Project and WNBA star Lisa Leslie on the #LogOutLookUp campaign. It encourages families to turn off their electronic devices and engage in meaningful conversations during dinner. The initiative reminds families to remove barriers that stand between quality time by logging out of devices, turning off the TV, and sitting down together for a great meal filled with great conversation. Recent studies link regular family meals with the kinds of behaviors parents want for their children: high GPA, resilience, and a high self-esteem. Family meals are also linked to lower rates of substance abuse, teen pregnancy, eating disorders, and depression.
“Boston Market knows about the value of a great dinner. Our mission is to be a resource to help busy families put a wholesome meal on the table that tastes like it was prepared at home, said Sara Bittorf, Chief Brand Officer of Boston Market. “Log Out Look Up is about bringing back the joy of family dinner before our crazy schedules and technology got in the way. We hope it will play a part in building happier families and healthier kids, one meal at a time.”
The Family Dinner Project also provides resources for those wanting to get involved, like meal ideas to get your family together during dinner time, ways to get the kids involved in food prep, conversation starters, and how to keep kids engaged in the conversation. Join the conversation on twitter, by following @bostonmarket or #LogOutLookUp