Brand Strategy, Campaign Development, Franchise Support, and Cultural Storytelling

With roots tracing back to Hawai‘i’s plantation era, L&L Hawaiian Barbecue has built a legacy of sharing authentic local food with aloha. From its first location in Kalihi to over 200 restaurants across 14 states, L&L is more than a fast-casual chain—it’s a cultural ambassador of Hawai‘i’s plate lunch tradition.

A Longstanding Partnership

BLG has been a trusted partner to L&L for over 8 years, helping to shape the brand’s evolution while staying true to its identity. From major national campaigns to local store promotions and internal franchisee communications, our collaboration has spanned:

• National advertising and campaign development

• Social media strategy and content

• Franchisee support materials

• PR coordination and event marketing

• Storytelling and brand messaging

• Crisis communications and community engagement

Pandemic Response: Luau and Learn

When the COVID-19 pandemic hit in 2020, L&L wanted to do more than survive—they wanted to support families and uplift spirits. BLG created Luau and Learn, a digital campaign featuring an activity book for kids that celebrated Hawai‘i’s food and culture. It was downloaded across the country, helping L&L deepen its connection with customers during an uncertain time.

Brand Campaigns & Social Presence

BLG helped L&L refresh its brand storytelling through a combination of smart, culturally grounded campaigns. From television ads and social campaigns to print and in-store signage, we’ve helped L&L show up consistently across platforms, reinforcing its identity as a true local brand with national reach.

Franchisee Support & Internal Communication

As L&L’s footprint grew, so did the need for scalable systems to support franchisees. We developed materials to ensure consistency in messaging, marketing, and community engagement—strengthening the network and supporting local operators.

The Result

Today, L&L continues to expand with a loyal customer base and a strong sense of purpose. Together, we’ve helped the brand tell its story with authenticity and impact—whether launching new locations, engaging with community, or reminding the world that aloha can be served on a plate.