Freddy’s and SRG Flip the Fast Casual Script

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With the launch of “This Good” campaign, Freddy’s embraces steakburgers and custard treats as ultimate indulgence in a balanced life

WICHITA, Kan., (Nov. 6, 2017) – Freddy’s Frozen Custard & Steakburgers® and Sterling-Rice Group (SRG) are launching the first-ever fast casual campaign embracing balance and moderation. The campaign, titled “This Good,” transparently positions Freddy’s meals and frozen custard treats as a satisfying indulgence in a balanced life.

“Freddy’s is known for craveable, cooked-to-order steakburgers and freshly-churned frozen custard. An authentic Freddy’s experience is extremely satisfying,” said Shelley Young, Vice President of Marketing for Freddy’s. “With this campaign, we’re reminding our current guests, and those anticipating a new Freddy’s restaurant in their community, that Freddy’s steakburgers are the most delicious available – anywhere – and worthy of an indulgence.”

The national campaign, “This Good,” launches today, and will run across print, digital, outdoor billboards, social media, in-store, and radio.

“Market data proves that the humble hamburger remains king. When consumers choose to indulge, they owe it to themselves to have the best and Freddy’s is the best,” said Adam Wohl, SRG Executive Creative Director.  “This campaign reflects what we already hear from Freddy’s guests on social media. “This Good” came to life because Freddy’s understands their guests and as a brand strives to be transparent and honest. That’s Freddy’s at its core.”

Co-founded in 2002 by brothers Bill and Randy Simon, and friend and business partner, Scott Redler, Freddy’s Frozen Custard & Steakburgers is named after Bill and Randy’s father and World War II veteran, Freddy Simon. Freddy’s hired SRG as Agency of Record in August.



Co-founded in 2002 by Scott Redler and Bill, Randy and Freddy Simon, Freddy’s opened its first location in Wichita, Kan., offering a unique combination of cooked-to-order steakburgers, Chicago dogs, and other savory items along with its signature desserts prepared with premium frozen custard churned fresh throughout the day. Today, 280 Freddy’s restaurants serve a total of 31 states across the nation from California to Pennsylvania, Virginia and down the east coast states to Florida.  In 2017, Freddy’s has been named for a fifth time to Entrepreneur’s Franchise 500 list (ranked #41), and has, for the fourth year in a row, been included as one of the top 10 on Franchise Times magazine’s Fast & Serious list. Other notable accomplishments include several consecutive years on Inc. Magazine’s 500/5000 list of “Fastest-Growing Private Companies,” a feature on Consumer Reports’® lists of best burgers, cleanest fast-food restaurants and those with the best service last published in 2014, and first-place winner of many local newspaper readers’ choice categories throughout the U.S. including Best Burger, Best Fries, Best Hot Dog and Best Dessert. For more on Freddy’s, visit the Newsroom, or follow us on Facebook, Twitter and Instagram for the latest news.


Headquartered in Boulder, Colo., SRG is a nationally recognized brand-building firm that focuses on creating and activating brands. For more than 30 years, companies ranging from small entrepreneurial start-ups to some of the biggest brands in the world, have come to Boulder to seek out SRG’s expertise in consumer insights, brand strategy, brand positioning, new product innovation, advertising, and design. With deep experience in all things consumer and culinary, they are responsible for $10 billion in incremental value for clients over the past five years alone. SRG has been ranked on Outside Magazine’s Best Places to Work list for the past seven years, and for the second consecutive year was recognized by Ad Age as a 2017 Best Place to Work.