Alhambra, CA, October 09, 2011 --(PR.com)-- Just in time for dineLA Fall 2011 Restaurant Week, Shakey’s Pizza, the iconic restaurant chain with a brand legacy steeped in music and family entertainment, serves up The Mojo Supremes, an animated, soulful group of Mojo Potato characters, to introduce its new potato pizza of the same name, The Mojo Supreme. Inviting pizza and Mojo lovers to get it together, Shakey’s has leveraged the original Motown Supreme’s chart-busting hit, “Someday we’ll be together,” as the soundtrack for the Los Angeles television, radio and internet advertising campaign, which launches October 10th.
“This new campaign returns Shakey’s to its roots like none other, underscoring the musical heritage that was part and parcel of the brand experience from its inception almost 60 years ago,” notes Cindy Staats, Shakey’s USA Senior Director of Marketing.
“We were simply listening to our customers when we developed The Mojo Supreme Pizza,” adds Joe Remsa, Shakey’s USA President and CEO. “We noticed guests building their own ‘Mojo Pizza’ by layering Shakey's crispy Mojo Potatoes atop our original thin crust pizza, and the lightbulb went off.”
“Once we heard the name of the new menu item, The Mojo Supreme Pizza, the advertising campaign practically wrote itself,” says Colette Brooks, Chief Imagination Officer, Big Imagination Group, the Culver City ad agency that created the campaign.
According to Brooks, it was a clear case of the stars aligning: the music, the character design and the media selection to promote the campaign. “We knew securing the rights to the Supreme’s song, “Someday we’ll be together,” would be pivotal – not only because it flawlessly expressed the sound of The Mojo Supremes characters, but it also captured the message we hoped to impart: the coming together of Shakey’s two signature favorites into one unique, proprietary pizza,” adds Brooks. “Moreover, since the campaign launch coincided with dineLA Restaurant Week, we wanted to encourage Angelenos to come together around the simple and communal act of sharing a meal.”
Complementing traditional broadcast and cable media advertising, the campaign will cultivate deeper brand engagement using Pandora, Google, Facebook and YouTube strategies along with a rewards-based social media push, to promote free song downloads as well as a chance to win a Mojo Supreme Gift Pack. The campaign will begin rollout on October 10, 2011.
“The Shakey’s promise is one of unwavering quality,” emphasizes Staats. “This campaign exemplifies just that – from the product's no-scrimping ingredients to the creative and media muscle we used to promote it. Suffice it to say, it’s nothing short of Supreme.”
Sherwood “Shakey” Johnson opened the first Shakey’s Pizza Parlor® in a remodeled grocery store on 57th and J Street in Sacramento, California in 1954. Originally established as “ye public house” for pizza & beer, Johnson indulged his passion for Dixieland jazz and added live ragtime music to mix, featuring banjos and player pianos throughout his rapidly expanding franchise. As the concept caught on, the Shakey’s® name became synonymous with The World’s Greatest PizzaTM along with light-hearted slogans such as “You’ll have fun at Shakey’s, also pizza,” and “You can feed your face at any old place, but you can warm your heart at Shakey’s.” Since that time, Shakey’s® has been a pop-culture staple referenced in countless television shows, films and even by Bob Hope during an Academy Awards broadcast. And its most famous employee, actor Billy Bob Thornton, continues to share his Shakey’s memories in every interview he gives. Shakey’s® USA, Inc is headquartered in Alhambra, CA. For more information and locations, visit http://www.shakeys.com.
For campaign details, visit http://www.shakeys.com/themojosupremes or please contact:
Big Imagination Group