The branded tapped nm+u as the International Agency of Record and tasked the agency with the development of a comprehensive brand repositioning and creative strategy across all international markets. 

A creative strategy anchored around the theme “Applebee’s There’s Always a Reason to Celebrate”. This new brand positioning brought to life the research-supported premise of a place that, more than a restaurant, is the backdrop for every kind of celebration, from major life events to mundane everyday occasions.