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Kelsey's begins rebranding effort

Restaurant company Cara Operations recently retained Halifax-based design firm Breakhouse to undertake a rebranding of it's Kelsey's restaurant franchise. The effort is intended to increase the appeal of the casual dining chain for younger consumers. The assignment included brand positioning, restaurant design, a new logo and menus, supported by a direct mail advertising campaign in Ontario. Out-of-home and online advertising will follow, according to the company. Cara plans to roll-out the re-design to all of its Kelsey's restaurants over a five year period.

"From the first time meeting with the Breakhouse team we knew we weren't working with a typical agency," said Mark Findlay, Kelsey's chief operating officer at Cara. "Through the sea of sameness we experienced with past agencies, Breakhouse brought a different element to the relationship. We embarked on a journey that was less about winning awards and chasing trends and more about getting back in touch with the well-founded roots of the Kelsey’s brand and expressing it through every touch point and connecting with our guests."

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