In 2012, The Melting Pot restaurant underwent a brand realignment based on qualitative research and a SWOT analysis performed outside of the company.

As it turned out, their audience was much younger and more family-oriented than they thought. To help shift the mentality of the restaurant's franchise community, as well as the patrons, a new campaign called “The Fondue Effect was launched”. In support of our franchisee community, we created an extensive marketing manual to help guide users throughout the marketing process from ideation to project execution.