Betty's Burgers & Concrete Co.

Things we did

Brand Strategy + Systems

Social Media Management

Creative Production

Client

Betty's Burgers & Concrete.Co

Year

2014 - 2018

Live website

Visit website

Betty's Burgers is a classic burger shack, serving the freshest, juiciest and most mouth-watering burgers around.

→ The Sonic Framework

Brand Systems

Betty’s Burgers & Concrete Co. was built on an adaptable social and content system rooted in clarity and consistency. Every caption, campaign, and visual spoke the same language, and by doing it all organically — without paid media — we grew their Instagram community to over 65k followers. This framework scaled seamlessly as the brand expanded nationwide and, following the Retail Zoo acquisition, we completed a one-year handover before concluding our business with them in 2018. That system-driven, award-winning approach helped Betty’s evolve into a cult-followed hospitality brand and a benchmark for organic brand growth in Australia.

Digital Experiences → Immersive Worlds

While our strategy built BB&Co. into a cult-followed brand, execution was just as critical. We crafted content that was visually refined yet accessible — from crave-worthy food photography to campaign rollouts that felt effortless to the customer but precise behind the scenes. Beyond content, we introduced collaborations, competitions, and reward campaigns that hadn’t previously existed within the space, creating new ways for audiences to connect with the brand. Each digital touchpoint was designed to immerse audiences in Betty’s coastal, playful energy and deliver a consistent stream of experiences that drove engagement and loyalty.

“We designed and scaled Betty’s Burgers into Australia’s #1 fastest-growing casual dining chain — a cult-followed brand grown organically to 65k followers before the 2018 handover.”

Ryan Blaich

Founder & Director of amercei.studio

→ Living Signals

CULTURAL ACTIVATIONS

From seasonal campaigns to always-on storytelling, we activated Betty’s brand in ways that kept it constantly top of mind. Competitions, collaborations, and reward-driven initiatives gave audiences reasons to engage, while real-time content kept the social presence dynamic and responsive. These activations went beyond static posts — they created living signals of the brand’s personality, ensuring Betty's Burgers & Concrete Co. remained both culturally relevant and community-driven throughout its rapid growth.