Jumboking & the Brief

Jumboking is a known local brand in Mumbai having established themselves from the late 2000's as a more hygienic vada pav brand and a regional alternative to McDonalds. By 2015, in spite of their success in vada pav sales and having 100+ stores in Mumbai, they were failing in two areas, expand beyond Mumbai & Pune regions & ramp up their premium product sales. Majority of their revenue was coming in from their base vada pav offering.
When Jumboking came to our agency, they wanted us to help them with their next set of product launches and also help with the rebranding efforts to transition from a vada pav known brand to a burger brand which had more margins. 

• Customers of Jumboking were open to try new flavors but had clear favourites in low priced products

• The TG for Jumboking in Mumbai vs that of Pune were different. Mumbai were on the go kind of users whereas Pune were more into a sit and dine audience.

• Burgers where users could see value derived via advertising or based on past consumption, in terms of quantity, cost, materials used sold better.

• Vada Pavs were always considered a low cost meal, thus increasing the pricing whenever experimented lead to a higher proportion of decrease in sales

• JK Regular (Jumboking's base vada pav) and it's price point was the prime reason for customers entering the store

• While Jumboking had taken the burger transition from 2014, where the buns, the patty, all were shaped like burgers, the brand recall was still of Jumboking = Vada Pav

• Renamed JK Regular to Mumbai Burger to officially have all the products under the burger category, while also testing the name change in Pune with the price increase successfully

• Worked on and changed the store translites, menu and other creative units with a softer tone and better product visuals similar to Burgerking instead of the bright peppy yellow to visually showcase the transition

• Post Product Tasting and Ingredient information, named the new product "Big Crunch", to have the consumers derive perceptional value in the burger

• Created back to back for promotion via social campaigns dubbed the Big Crunch & the Burger of India, which were further pushed via influencer marketing and PR coverages