Case Study

You’ve Been Spotted:
Anniversary Celebration

Client: CFA Empire Place

Overview

To celebrate the 1-year anniversary of its grand opening, Bethany launched You’ve Been Spotted, a creative, low-fanfare activation that rewarded 50 unsuspecting guests with CFA for a Year. While CFA’s traditional “First 100” giveaway wasn’t possible when this location opened in 2021 due to COVID-era restrictions, this campaign was Bethany’s way of throwing it back to that moment, building buzz, showing appreciation, and driving excitement and transactions in a uniquely Empire Place way.

Challenges

Creating an emotionally meaningful campaign that honored both guests and team members, without a large-scale event or live promotion.

No “First 100” event had been held at this location due to pandemic restrictions
Needed to generate excitement and visibility without disrupting store operations
Had to plan, promote, and execute the campaign as a solo marketer
Wanted to create a balance of surprise, celebration, and gratitude that felt authentic

Results

50 surprised guests

won CFA for a Year throughout the day, and many others won plush cows and CFA swag items.
5% transaction increase

with noticeable spikes in engagement and excitement across all ordering channels.
Hundreds of raving fans engaged

Positive response from the community, with guests sharing heartfelt posts about what the day meant to them.

The Solution

Bethany developed and executed the campaign with a focus on brand warmth, customer appreciation, and creative simplicity. She designed branded You’ve Been Spotted cards and backers, and personally placed them in random dine-in, drive-thru, and mobile orders from open to close on the day of the anniversary. In the days leading up to the event, Bethany posted a reel to tease the campaign and build anticipation, showing glimpses of the cards and signaling that something exciting was coming.

Distribution was strategically spaced to keep energy high throughout the day. Some guests shared their excitement on social media, tagging the store or messaging their reactions. To further build the celebratory atmosphere, Bethany brought in a balloon artist for families, set up balloon bouquets and an arch inside, and installed a large lawn sign marking the anniversary outside the restaurant.

A highlight of the day was a video Bethany produced celebrating the Empire Place team, many of whom had been with the store since day one. She also designed custom t-shirts featuring the Empire Place store nestled into the Sioux Falls skyline, symbolizing the brand’s connection to the community. These shirts were gifted to every team member as part of the celebration and have since become a recurring visual element in-store and on the chalkboard.

Since this first anniversary, the You’ve Been Spotted tradition has continued, scaled slightly smaller with 25 cards handed out on the 2nd and 3rd anniversaries, while maintaining the same spirit of joy, appreciation, and visibility through in-store balloons, signage, and ongoing team celebration.