Myrtle Beach, long known for its sandy shores and relaxing beach vibes, sought to redefine its food and drink scene as a core part of its identity. The goal was to elevate the perception of Myrtle Beach as not just a beach destination but also a culinary destination, catering to food enthusiasts who want to savor the local culture through its cuisine.

Despite its popularity as a beach destination, Myrtle Beach wasn’t recognized for its culinary offerings. For some, the existing food scene was associated more with indulgence than with a refined, diverse culinary experience. The challenge was to shift this perception, showcasing Myrtle Beach as a place where great food complements the relaxing beach experience.

Our approach centered on the universal truth that "food is the best way to explore the culture of a community." We aimed to highlight how Myrtle Beach’s food scene is as welcoming and varied as its shoreline, offering something for everyone. The campaign emphasized that in Myrtle Beach, visitors have the freedom to choose their culinary adventures, whether it's casual beachside dining or savoring gourmet dishes. This inclusive approach aimed to resonate with beach lovers who want to feel comfortable being themselves and enjoy great food in a relaxed setting.

The campaign promise, “Eat Happy Here,” encapsulated the idea of joy and freedom in culinary choices. It aimed to appeal to the emotional connection people have with food and the happiness it brings when experienced in the right environment.

Additional Services: Communications Planning, Persona Development