New Fazoli's Campaign Takes Swipe at Fast Food
Bohan Advertising's humorous TV spots stress new menu's quality and value
June 17, 2009 // Franchising.com // Nashville — Fazoli's is taking on its quick-service competitors with a new television campaign created by Nashville-based BOHAN Advertising|Marketing that features an unusual cast – flying fast food. The campaign breaks today in 26 markets.
In the spot, a fast food customer watches as a gust of wind blows through the restaurant, hurling his burger and fries outside into a storm of flying tacos, drinks and even a bucket of chicken. A businessman on his cell phone gets splattered by a burrito. A woman swerves as a strawberry milkshake lands on her windshield. The spot cuts to shots of Fazoli's new menu items, priced at $4.99, including drink and unlimited breadsticks (in participating markets), while the announcer explains fast food "is being blown away" by the new menu.
It is the second in a series of humorous spots BOHAN created as part of a strategy that also includes an interactive campaign. "We had to approach this challenge with two strategies and two different commercials," said Al Jackson, BOHAN group creative director. "This spot was created to get consumers to trade up from lesser quality fast food, while the first spot was designed to get them to trade down from casual dining restaurants that charge more for the same quality food."
In the first commercial, which aired April 13, a guest is in a casual dining restaurant with an animated stomach and wallet. The stomach and wallet advocate they leave. The stomach wants to go to Fazoli's, where "the food is better and faster," and the wallet adds that he "won't have to take a beating" at Fazoli's. A belligerent waiter appears and pummels the wallet with a giant pepper mill, prompting the trio to leave. The campaign is credited with a 5% percent same store sales increase. It supports the 20-year-old brand's extensive menu overhaul, which began in February.
"Fazoli's is in a great position as consumers continue to look for better dining values," said Carl Howard, Fazoli's president and CEO. "The spots BOHAN created are re-energizing the brand and most importantly, driving sales. The campaign also includes in-store merchandising, online elements and print."
"The spots follow the highly successful and continuing efforts of the 'FreeSpaghetti.com' tactic that started earlier this year, and they are consistent with the overall strategy," said Kerry Graham, president of BOHAN. "That strategy highlights Fazoli's as a great alternative to high-priced Italian restaurants and a solid choice over traditional fast-food chains."
The Fazoli's FreeSpaghetti.com e-marketing program enables guests to download coupons and enter to win a year's worth of free spaghetti. Since being launched in January, new e-mail database addresses have grown almost 50 percent. There have been more than 200,000 views of a coupon page, and more than 21,000 viewings of a YouTube video. Total coupon redemption has averaged 15 percent.
Celebrating its 20th anniversary, Fazoli's is America's largest quick service Italian restaurant chain, operating or franchising over 250 restaurants in 27 states. Fazoli's is based in Lexington, Kentucky.
About BOHAN Advertisingâ”‚Marketing
BOHAN, established in 1990 and based in Nashville, is a full-service advertising and marketing agency. It has major clients in tourism, healthcare and consumer goods.