Quick-Service Food
Raising Cane's.
When Raising Cane’s enters a market, the product does the retention — the campaign’s job is the introduction. The fleet seeded the trade area around new restaurants for weeks ahead of opening, so launch day arrived with the name already familiar.
Client
Raising Cane's
Sector
Quick-Service Food
Markets
New-restaurant trade areas
Duration
Pre-opening flights
Year
2024
New market, no memory
In a new metro, Raising Cane’s starts from zero awareness against entrenched chicken competitors. The opening weeks set the trajectory of the restaurant — the brand needed to be a known name before the doors opened, within a tight trade-area radius.
Seed the trade area first
The fleet ran the five-mile trade area around each new restaurant for three weeks before opening — commuter arterials at peak, retail and campus clusters at lunch — then anchored the opening itself.
Creative kept it simple: the name, the box combo, the opening date. Introduction, not persuasion.
Opening day with a queue
By opening, the wrap had put the brand in front of the trade area at frequency for weeks — the photography on this page is from those live routes.
The pre-opening playbook has since been repeated for subsequent restaurant launches.
The numbers
What it moved.
- 3
- Weeks of pre-opening presence
- 5
- Mile trade-area radius covered
- 12M
- Verified impressions
- 2
- Dayparts targeted daily
Impressions are GPS-logged at fifteen-second intervals and third-party audited. Lift figures are measured against demographically matched control markets with no fleet presence.
On the road
The fleet in service.
Raising Cane's wraps photographed across live routes — the same vehicles our GPS logs were counting.
The trade area had seen the brand for three straight weeks before the first order was taken.
Campaign Team — Advertising Wheels
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