Applebee's Begins Bold Restaging of Its Brand with New Ad Campaign

By: Applebee's Neighborhood Grill + Bar | 2 Shares 474 Reads

Created by McCann Erickson, the Ads Feature a 'Spokesapple' Who Gets to the Core of Reconnecting over a Meal; Introduces Restaurant Chain's New Logo, Tagline and Menu

OVERLAND PARK, Kan.--(BUSINESS WIRE)--Oct. 25, 2007--Applebee's International, Inc. (NASDAQ:APPB) will introduce a new, breakthrough ad campaign on Sunday, Oct. 28, that begins a restaging of the brand and repositions the restaurants as a special place for people to come together. The humorous campaign, which uses Internet and TV components to feature the restaurant chain's new "spokesapple," was created by McCann Erickson of New York, Applebee's new creative agency of record.

The restaging also introduces several new brand elements including an updated logo; new menu design and strategy; hip uniforms for restaurant associates; and the new tag line, "Together is good."

The premise of the campaign is based on research that indicates in today's fast-paced world, people want to reconnect with their family, friends and coworkers. A national quantitative study of 400 casual dining consumers conducted by McCann Erickson revealed:

-- 72 percent agree that "it seems life goes at a pace today that
doesn't allow any time for 'real' connections"

-- 75 percent agree that "a meal out of the office with my
coworkers really helps reconnect us"

-- 75 percent agree that "an ideal restaurant goes beyond just a
place to gather - it should be a place to connect"

-- 77 percent agree that "there's enough in this world that pulls
us apart, it's nice to do the things that bring us back
together"

-- 82 percent agree that "it's simply more fun to do things with
other people than it is to do things on my own"

-- 84 percent agree that "a lot of technology helps me connect to
people I care about but there's nothing like spending time
together in person"

"Advertising in the casual dining industry has become a sea of sameness," said George Williams, chief marketing officer for Applebee's. "The key to our success is to differentiate our brand with an ad campaign that resonates with consumers, recalls as uniquely Applebee's and entertains each time it's seen. This bold, innovative campaign - that uses a spokesapple to bring people together - hits the mark."

Apple Auditions

Applebee's brought its icon to life by launching a teaser campaign with a full-page ad in USA Today on Oct. 9 that directed readers to visit applebees.com/auditions to view the contenders for the perfect Applebee's spokesapple. Two rounds of audition tapes were posted on the site and on YouTube before the winner was revealed on those sites on Oct. 22.

New TV Spots

The ad campaign, which premieres during Extreme Makeover, Desperate Housewives and the fourth game of the World Series, features three, 30-second and 15-second TV spots where a red delicious apple with a voice encourages people to come together at Applebee's.

In one spot, the apple sits on a park bench with a young man who is sending text messages to friends. The apple asks, "That's how you carry on a friendship, baby? With your thumbs? Of course, it ain't my business."

The man turns to the apple and replies, "Well, if it ain't your business, why are you all up in mine?"

The apple replies, "Cause you people need to get eyeball-to-eyeball over the flavors that bring people together."

Next, viewers see the man enjoying dinner with his friends at an Applebee's restaurant. He turns to the apple and asks, "Can everyone hear you or is it just me?"

The apple replies, "Talk to your buddies." The spot ends with a voice over, "Applebee's. Get it together, baby."

Applebee's also will run Web ads on sites that bring people together, such as reunion.com, evite.com and classmates.com. The TV spots will run for eight weeks, promoting Applebee's popular Pick n' Pair lunch combos and the new Applebee's Steakhouse Classics. To see the new TV spots, go to http://www.applebees.com/auditions/launchtv/. Other campaign components include radio spots, print and in-store signage.

New Menu Design and Strategy

Applebee's also has a new menu design with warm and rich autumn colors that punctuate the food photography. The menu has been reorganized with new food categories that better reflect how consumers make meal-time choices.

In the past, Applebee's menu covers featured limited time offers, but not anymore. Now, the menu covers will introduce new and improved grill and bar fare. The latest menu features the all new Steakhouse Classics that gives guests choices to customize their meal. They can choose from three cuts of steak, pick any two sides from seven options and add one of three toppers.

"Our menu strategy is to retake ownership of grill and bar classics by making them better than ever and adding innovative extensions while staying focused on providing great value," Williams said.

New Logo

The ad campaign also introduces Applebee's new logo that is more modern, identifiable and functional for a variety of uses. In addition to the ads, the new logo will be rolled out for in-restaurant use on menus, name tags, aprons and other merchandise.

New Uniforms

Applebee's servers helped choose their new uniforms that consist of a black collared or button-down shirt and denim jeans or black pants. The comfortable look fits with Applebee's fun, casual atmosphere.

"This is just the beginning of a brand restaging that will make Applebee's more relevant to our guests," Williams said.

About Applebee's

Applebee's International, Inc., headquartered in Overland Park, Kan., develops, franchises and operates restaurants under the Applebee's Neighborhood Grill & Bar brand, the largest casual dining concept in the world. As of September 30, there were 1,953 Applebee's restaurants operating system-wide in 49 states, 17 international countries and one U.S. territory, of which 510 are company-owned. Additional information on Applebee's International can be found at the company's website (www.applebees.com).

CONTACT: Applebee's International, Inc.
Laura Tigges, 913-967-2936
laura.tigges@applebees.com

SOURCE: Applebee's International, Inc.